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Agency Republic, the Omnicom-owned digital agency, has unveiled its

launch work for Boots' Pure Beauty brand.

Pure Beauty, a chain of stores that will stock premium beauty products,

is opening its first outlets to coincide with London Fashion Week.

The launch creative includes a poster showing an eye forming a smile

accompanied by the line: "Pure beauty is a feeling." The smile will

feature on all launch activity including outdoor, targeted mailings to

Boots Advantage cardholders and online activity on the Handbag and Conde

Nast websites.

The creative is the first stage of a broader campaign that will try to

conjure up feelings of beauty rather than just a basic look. Boots is

initially rolling out eight stores at a cost of £15 million and,

during this process, the creative will emphasise different emotions

including naughtiness and playfulness.

Rob Scott, the creative director at Agency Republic, said: "During early

research when we were presenting the Pure Beauty concept to women, their

overwhelming response was to smile, because the store offers what they

want."

The campaign will support the stores launched before Christmas. J.

Walter Thompson, which was appointed alongside Agency Republic, will

handle advertising further down the line.

Agency Republic has also developed a series of store events, including

themed evenings based on the television show Sex and the City.

Boots plans to launch up to 65 stores if the initial trial is

successful.

The shops will stock upmarket brands including Estee Lauder and

Clarins.

Pure Beauty has been launched because Boots sees the opportunity to

increase spend on beauty products in the UK. Consumers here currently

spend less on cosmetics and beauty products than those in other European

countries.

The campaign was art directed by Rob Scott and the copywriter was Steve

Jackson. It was produced by the Picture Production Company. Media is

being handled by MindShare.