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The response to Boots No 7 ‘Protect & Perfect Beauty serum’ also dubbed the “wonder serum” was phenomenal. Since its launch in March, thirteen serums are now sold every minute in the UK and waiting lists are constantly over turning. With important beauty launches courtesy of supermarket chains Sainsburys and Morrissons expected out in the next month, dESSYtRENDS asks some readers about where they buy their products – why don’t we all just get used to getting ravishing at the same time as buying our rations?
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We stopped Neha, a 19-year-old Royal College of Art student who immediately offered us her arms to smell in order to demonstrate what her favourite product, Palmer’s ‘Cocoa Butter’ smelt like. She gushed, “I love shopping in Boots as you don’t get harassed by intimidating, over made-up women in white coats pushing you products you’re not sure about. I like being able to go into Boots and being able to play with different make-up, smell different creams and finding my own way. I’m also really impressed with the amount of different brands and the fact that you can get all of your staples there too.” She goes on, “I’m a big fan of their Advantage Card system too. Just last year I managed to save my points and bought myself a hairdryer, what a result!” |
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A woman laden with purchases from Superdrug then caught our eye. Nina, a teacher from Battersea admitted her serious Superdrug addiction. “I shop there once a week as I adore ‘Barry M’ make-up.” She excitedly rummaged through her shopping bag and produced a navy ‘Barry M’ nail varnish, “don’t you just love the colour? I’m seriously addicted to their varnishes as they dry so quickly and they always have such edgy colours! Superdrug always has offers on products too, I’ve just bought three Colgate toothpastes for two and I can mix it up by buying brands such as Elizabeth Arden, I love their ‘8 Hour Cream’ along with necessities like Dove soap.”
It seems the old high street favourites still come out trumps. Out of the twenty women we interviewed, most bought the majority of their beauty products from various Boots or Superdrug stores and less than half named supermarkets as their first stop for beauty. It’s an excuse to spend an hour in another shop – a form of retail escapism for some, smelling, prodding and trying out new creams and potions. Buying your fresh chicken and veg next to your wax strips isn’t an exercise which comes easy. |
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