Boots 17, which has about 250 stock keeping units, competes with brands such as Ruby & Millie and Benefit. Enterprise IG has refreshed its graphics to give the brand a sleeker, cleaner image, but has left the 17 logo as it is. The brand is aimed at 15- to 25-year-olds.
The first manifestation of the overhaul is the redesign of the mascara range. The retailer is sourcing new structural packaging through its suppliers, to help give the brand a more sophisticated image.
Enterprise IG, which did not pitch and is not on Boots' design roster, won the job a year ago after a credentials presentation on trends forecasting to the retailer. The agency's former executive creative director, Jon Turner, had not yet joined Boots at the time of the win.
At the same time as the Boots 17 revamp, the retailer is launching a series of seasonal cosmetics ranges under 17's Limited Edition collection.
Called Melting Metals, the autumn range, also designed by Enterprise IG, appeared on-shelf last week. These ranges will change every three months and will reflect the current colour trends.
The relaunch comes as Boots focuses on communicating products in its marketing, which uses the strapline "New @ Boots".
It is also carrying out a review of its £40m brand communications account, with J Walter Thompson, Mother, Abbott Mead Vickers BBDO and Publicis in the frame.
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