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The firm is investing £3m in the biggest revamp of Advantage Card since its launch in September 1997. It is attempting to fend off competition from supermarkets' expansion of health and wellbeing products and services.

The relaunch takes place on April 2. Cardholders will be able to earn points on over-the-counter (OTC) medicine purchases for the first time.

They will be able to redeem their points against an enhanced range of products, which will also include beauty and photographic products.

Boots, which is running an in-store trial in a handful of Sainsbury's stores, will back the relaunch with a TV ad entitled 'Filmstars'. The spot features Boots' brand icon Clare living the life of a celebrity by redeeming her Advantage points to receive a free massage, facial, manicure and products.

In-store promotional material will use the strapline, 'More to enjoy', and will be accompanied by a relaunch of the Advantage Card site on Wellbeing.com.

Customers will also be invited to special evenings at 50 Boots stores, where specialists will offer advice on getting ready for summer.

Additional offers to Advantage Card members include the opportunity to collect double points with the Advantage Card Travel Club, and 1000 points (worth £10) for booking an initial consultation with Boots Health Services.

Advantage Card will play an important role in Boots' business strategy as it attempts to cross-sell health and wellbeing services such as chiropody, nutrition, dentistry, optical care and natural treatments including aromatherapy.

Boots is also planning a relaunch, in May, of its Health and Beauty magazine, which it will send to more than two million of its most valuable female customers.

Two versions of a new mini-magazine - with the theme of either health or beauty - will be mailed to another 1.3 million consumers according to their interest. The magazines will showcase Boots products.