How are Boots using digital media to publicise their products?

Alliance Boots is one of only three retailers (including Tesco and Marks and Spencer) in the UK to break the £1 billion profit mark, with profits in the 2012–13 financial year reaching £1.27 billion. All three retailers notably have steady, strong marketing strategies. Boots is by far the largest specialist retailer of beauty and toiletries in the UK, with sales of £22 billion per year. It has strong brand elements: the logo with its rich blue colour is easily recognisable.
The British anti-ageing skincare industry is estimated to be worth over £6 billion and Boots is the largest player in this market. One of its biggest success stories has been the No7 Protect & Perfect serum, which competes very strongly with well-known branded anti-wrinkle products.
It was clinically tested for 12 months before its launch in 2004 and claimed to contain renewing, protecting agents which scientists said repair photo-aged skin and improve fine wrinkles; 30ml of the serum is sold in attractive, cleanly designed packaging at a price [at the time of writing] of £16.75, a mere trifle compared with some other brand offerings priced in excess of £300.