BootsX is the GenZ focussed part of the Boots brand mothership. It lives exclusively online, on social and email, and represents beauty that’s driven by gender fluid self-expression.

The narrative for this audience had to be authentic and inclusive. A disruptive brand voice for a bold generation.

So we created content with global influencers, trans activists, vegan warriors and award winning drag queens. Sharing true life stories and converting beauty hacks into purchases.