No7 Beauty Company on building recognition for its brands beyond Boots
No7, Soap & Glory, and Liz Earle are brands with equity in their own right, says No7 Beauty Company marketing director Richard Bowden, who says treating them as such will help unlock future growth.
No7 Beauty Company began life as a house of brands just over two years ago. Its portfolio, which includes No7, Soap & Glory, Liz Earle, Botanics, Sleek and Aromatherapy Associates, used to fall under the Boots banner, but owner Walgreen Boots Alliance believed there was more opportunity for the brands to grow if they were set up as an independent business.
Richard Bowden, marketing director of No7 Beauty Company, says the move was aimed at unlocking the potential of these brands.
“The trigger really was to take these beautiful, amazing brands and treat them as brands,” he tells Marketing Week.
Prior to joining the No7 Beauty Company, Bowden spent more than six years at Unilever, and he believes the best way to grow the No7 brands is to treat them the same way FMCG firms like Unilever and P&G would.
“We have really started to think about how you build irresistible brands to drive growth and recruit new consumers, as well as to drive retail sales,” he says.
