Boots social media and vlogger drive aims to give teens a voice on wellbeing issues

No 7: Boots' popular make-up brand
No 7: Boots' popular make-up brand

Boots is planning to let teenagers use a Boots-branded Tumblr page and other marketing channels to talk about ways of helping people their age stay well in body and mind.

The retailer’s dialogue with the age group has started with asking 1,000 11- to 17-year-olds how they think and feel about themselves, with input from child psychologist Professor Tanya Byron and two vloggers.

Boots is publicising the resulting report today and has invited a number of teens to meet this weekend to discuss its findings and their ideas.

Helen Jeremiah, Boots director of customer strategy and communications, believes "our expertise should and could help" teens and she hinted the company sees an opportunity in responding to their concerns.

She said: "While the aim of the research was to inform our business ideas, what it uncovered is that our teens are a switched on, eloquent and passionate group who value their kindness and honesty and their ability to be a good friend.

"They want to be able to help themselves and each other and therefore whilst there are clear ways Boots UK can, and will help, the best thing we can do to help is to listen to their ideas and give their voice a platform to be heard."

Exactly which other marketing channels Boots is planning to let teens use depends on what they come up with, but it did state that it will be collaborating with the two vloggers who contributed to the research.

They are XAmeliaX, who became fascinated with makeup when she wore it to cover her acne as a teenager, and MyNamesChai, who has a strong following among teens for his down to earth, funny videos.

Boots said the initiative would be long-term and would also be followed by more campaigns, service launches and wellbeing initiatives in the spirit of its mission to champion everyone’s right to feel good.

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