How British Retailer Boots Is Balancing Purpose With Profit

Boots CMO says weaving renewed purpose through the entire customer experience is paying off

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Since January, British health and beauty retailer Boots has been transitioning its brand purpose from one based on making people feel good to another centered around its role in supporting customers through every stage of life, whether it’s buying a new lipstick for a wedding, picking up emergency tampons or collecting a vital prescription medicine.

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