Mindful Beauty with Boots new Live + Be range

Four new scent directions and all products under £5.50 the new Boots Live + Be range with aromatherapy style products that focus on wellbeing and self-care.

We reported on the new Boots Live + Be range back in our May New Product Report for Bath & Body. The range brings aromatherapy style benefits and the idea of self care through scent to the forefront. Beauty that works on your body and mind, hence #mindfulbeauty! Click here to download the Live + Be section from the May 2019 Report.

To help consumers understand the concept the brand released a mini blurb with the range; “Boots Live + Be is about finding time for self-care in your day-to-day routine. Each of our four fragrances have been carefully selected to support the practice of mindfulness every day: being thankful, time to pause, focusing on the present, and the breath.

Each of these mindful concepts are carefully paired with a supporting woody, floral, fresh or oriental fragrance. Our beautiful scent and self-care stories are designed to help you understand which note you connect with, to give you a sense of personal discovery. Make sure you read the back of pack to see what four key areas of mindfulness we suggest you focus on as you indulge yourself.

Recent figures shared by The NPD Group reveal that the mindful beauty trend is going mainstream and growing in popularity, especially in the UK, where consumers are turning to natural scents for their beneficial and soothing properties.

According to Cosmetics Business “sales of lavender-based beauty products grew by 552% in Q1 2019. Stress and anxiety reducing frankincense products are also proving popular with consumers with a sales increase of 200%. Meanwhile, rose products are having a resurgence with a 5% uplift and lemongrass infused items saw a 6% rise”.

This is not surprise as Lavender has been trending across niche, premium and mass for quite a while and Rose is a megatrend ingredient – that is always on trend in one interpretation or another. However, the new Boots range is incorporating a blend of more complex notes in their new budget collection.

The new range is vegan (a must in 2019) and contains masks, bath fizzers, showers creams and whipped body butters amongst other items (download the pdf if you haven’t yet for full details), organised into four themes with accompanying scents;

*Beautiful Connection: Positive – Loved – Grateful – Connected with notes of rosewood, peony, lily of the valley, amber.
*Captivating Pause: Thoughtful – Slow – Peaceful – In Control with notes of nutmeg, jasmine, coconut and black sugar.
*Awakening Glow: Present – Aware- Awake – Invigorated with notes of mandarin, yuzu, mimosa and almond.
*Woodland Whisper: Pure – Recharged – Calm with notes of fennel, coriander, cardamom and charcoal.

PS. I only just noticed, but I think someone made a little oopsie on this point of sale shelf shot, but everything is correct on the web and the floral is a pretty rose scent.

I know I’m going to prefer the oriental scent, but I’m going to take a shot at saying that the fresh collection will be a top seller. We are seeing lots more collections focus on citrus notes such as the This Works Morning Expert Collection and the soon to launch Bath & Body Works aromatherapy collection; Grapefruit & Mint. Alongside stand alone products this range is exceptionally ‘giftable’ – you can even get a matching gift bag. So an all round well thought out, amazingly priced and bang on trend collection – well done Team Boots! Lets hope we see this range and lots more #mindful beauty ranges take centre stage in the new concept store that’s just opened in London.

For more info on new launches and new products subscribe to our New Product Report online and instantly download the latest edition. 

This Report is published monthly with all the latest global product launches, new ingredients, new scents, trends, innovation, new product development and industry news you need in a ready to go format.

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