Page 6: Conclusion
The British and international fashion and beauty press embraced the Ruby & Millie brand. Many elements outperformed their original sales forecast. Best sellers included lipgloss and the cream eye colour, both packed in brush-tipped pens designed by the Japanese company Mitsubishi.
The Ruby & Millie brand has given Boots The Chemists added kudos and credibility in the cosmetics market. Since the Ruby & Millie launch they have been approached by other niche brands, all of which has raised the status of the chain store as a retailer of niche cosmetics.