Boots has kicked off its Christmas campaign for 2024 with an advert starring Bridgerton actress Adjoa Andoh.
The minute-long video sees Andoh star as Mrs Claus helping to prepare beauty gifts for Santa Claus to deliver in her Boots ‘Werkshop’.
Bubble, e.l.f., Sol de Janerio and Laneige feature in the short video, which shows beauty influencers Soph and William Grande testing the products.
Boots said it chose Andoh for her “charisma, confidence and gravitas”.
“How beauty can make you feel and how it shapes your identity is very important to me, so when Boots asked me to be a part of their festive campaign and play the vital and often under-valued role of Mrs Claus, I was thrilled,” said Andoh.
“The creative brilliantly shows how beauty can help us feel empowered and fabulous. It can lift your spirits in minutes.”
The advert aired at 8am on 6 November on Boots’ social media channels, and will also run at 9.30pm on the same date during an ad break in the ITV1 show Until I Kill You.
It was directed by production company, Radical, and director Dave Meyers and is set to the soundtrack Who’s That Girl by Eve.
Boots’ holiday campaign has also placed a focus on men as a potential “growth audience”, with targeted adverts across podcasts, social and YouTube.
This will also see the UK beauty retailer target the gaming industry for the first time with Boots-themed crossovers in Candy Crush, Bubble Witch Saga and Farm Hero Saga games.
“As the UK’s favourite beauty retailer, we are on a mission to spread magic and excitement to beauty enthusiasts this Christmas, whilst also recognising the unsung powerhouses who make Christmas so special,” added Pete Markey, Chief Marketing Officer at Boots.
“In the past 12 months – our 175th anniversary year – we have expanded our beauty offering even further by launching another 55 new beauty brands, including some of the biggest names in beauty such as Prada Beauty, Made by Mitchell and Supergoop.”