A SOGGY summer in the south cut demand for hay fever products - but did not put a damper on high street giant Boots' first-quarter profits where a jump in beauty sales helped put a rosier complexion on the figures.

The face cream to floss retailer showed the benefits of its modernisation drive as it posted a 4.4 per cent rise in first quarter like-for-like sales at its core stores.

The health and beauty chain, which has stores across Hampshire, embarked on a £390m overhaul earlier this year and says the results reflected the positive response of customers to improvements.

A jump in the performance of its beauty and toiletries arm, together with a surge in demand for its low carbohydrate Atkins range of food had been a key driver of sales at the lifestyle section. The continued success of the low-fat Shapers range was another contributor.

Boots has come under pressure in recent months as rivals such as Tesco slash health and beauty product prices to gain a greater slice of the market.

Yesterday's results also included a 6.3 per cent rise in same-store sales at the health division, driven by growth in its prescription collection service and strong demand for vitamins and health supplement.

This offset lower sales of hay fever products caused by the wetter summer.

Boots also revealed that nearly 40,000 of its employees had been given free shares worth about £7m this year.

Under the award, which was introduced in 2001, staff are awarded £250 of free shares every year.

Chief executive Richard Baker said today: "Continued growth in Boots The Chemist shows the positive response of customers to improving value and convenience on top of our existing strengths of great products and great people."