The ‘Be You’ campaign promotes Boots’ new range of gender-neutral cosmetics, ‘FLOW’. The campaign features stylish, unconventional, confident people and focuses on self-love, individuality and most of all remembering to ‘Be You’
Gender neutral brands are on the rise, but not yet mainstream.The Boots brand is undoubtedly trusted, but also conventional and not necessarily associated with innovation and trend setting. A Boots range of gender-neutral cosmetics would attract a new audience, and present them as innovative and ground breaking.
Flow is a genuinely gender-neutral range of affordable makeup and skincare, for everyone. Aimed at young people exploring their gender and those who simply don’t want to be defined. Not forgetting girls that just don’t want to smell like coconut all the time. Flow breaks down gender barriers, allowing customers to select what they really ant without fear of judgement