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Published on .

Saying it with color

Rarely are cosmetics advertised without a stunning model and a product shot. Boots, the U.K.'s leading drugstore chain, is airing an unusual series of five commercials, by St. Luke's, London, for its N§7 makeup line, featuring an unseen woman in five moods reflected by her choice of makeup and colors. Swirling colors are backed by the woman's thoughts on a voiceover. In one spot, she picks red for a flamboyant, fun day. On her orange day, she decisively plans to leave the man in her life. Boots, which is already building a pan-European health and skincare business through its Boots Healthcare International subsidiary, is also planning to open stores on a trial basis in Japan, Thailand and the Netherlands.

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