BOOTS:
Beauty Awards
Client: Boots UK
Agency: VMLY&R The Pharm
Industry: Beauty, Cosmetics, and Skincare
Services: 360 Campaign: Visual Identity and Rollout inc. print and social
Date: 2022
Role: Senior Designer
Intro
Boots launched its first-ever Beauty Awards, inviting customers to vote for their favourite products across 25 categories. With over 70,000 votes cast, the campaign celebrated a mix of emerging brands, cult favourites and global beauty icons across skincare, makeup, haircare and wellness — from everyday essentials to premium cosmetics, there was something for every beauty lover to choose from.
Brief
Develop a scalable 360° campaign identity for the Boots Beauty Awards, designed to flex seamlessly across digital, social, CRM and print touchpoints. The objective was to create a responsive visual system that championed award-winning products and category messaging while maintaining strong standout during a highly competitive retail campaign period.
Boots reveals the UK’s favourite beauty products in first ever Beauty Awards
Outcome
Created a premium visual language centred around illuminated podiums, positioning each product as the hero of the campaign. The art direction used lighting, composition and spatial hierarchy to elevate the award-winning products and reinforce the prestige of the Beauty Awards across all channels.
Bold typography and clear hierarchy guided attention through the campaign messaging, balancing category callouts and promotional mechanics with a refined beauty aesthetic. The modular system was designed to adapt seamlessly across social, digital and print applications while maintaining strong brand consistency throughout the awards season.
Teaser and Countdown
Translating the visual style across the narrative of the whole voting timeline.
We started with teaser ads within emails to banners that live on the Boots site.
The story progressed to countdown to specific winners, highlighting the categories to vote from and addressing additional value that will be added to the consumers.
Visual style of beauty awards
+ Gen X email
Visual style of beauty awards
+ Gen X email
Shortlist banner
Category
Category
