Boots is once again showing the way for in-store promotion with its innovative approach to promoting the new Botanics range.

With the range built around sumptuous aromas, the Point of Purchase material also focuses on the fragrance and The Aroma Co has designed a POP solution specifically for Boots stores.

The product is presented on a 1.2 metre high totem designed and manufactured by Carter Design Ltd and incorporating The Aroma Co’s patented Poparoma technology. Says Simon Harrop of The Aroma Co “With such a wide range of Botanics products on offer, drawing attention to the different fragrance themes enables Boots to maximise the range of their promotion activity in a very attractive way.”

The Botanics range offers an extensive range of high quality products, including skincare, toiletries and healthcare, all of which have been enhanced by the addition of plant extracts used at levels that can really deliver improved performance. Each product includes one of five indulgent fragrances designed by international guru Ann Gottleib along the themes of Calming, Balancing, Nourishing, Clarifying and Energising. In her words, Botanics has ‘adopted the principles of aromatherapy and made functional fabulous’.

The initial promotion has featured the Clarifying and Nourishing fragrance lines and appears to have been well received by consumers. A Boots spokesperson said of the promotion “there has been excellent consumer interest, and early signs are encouraging.”

100 totems have been created for the initial campaign, with two in each of the top 50 stores across the UK.