It is part of the company's repositioning under strategic marketing director Anne Francke, moving away from promotional offers (Marketing, August 28).
The products include a haircare range that the retailer has developed with Hairdresser of the Year Beverly Cobella, and lip, eye and body products. They will be available in stores from September 17.
The campaign, which uses the line 'Say something new about yourself', comprises outdoor, TV and radio advertising, direct mail and sponsorship activity.
Boots is also launching an instant version of its loyalty card that will let customers detach the card from the application form and start collecting points immediately.
Separately, Boots has shortlisted incumbent J Walter Thompson, Abbott Mead Vickers BBDO, Publicis and Mother for its £44m creative account.
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