Superdrug wanted to engage a younger, more fashion-forward audience: an audience that would come in-store to glam-up and experiment.
Affordable beauty has long been part of the core Superdrug proposition, so extending it to affordable beauty services was a logical step. Hence, the introduction of a unique high-end retail beauty concept which was to be premiered in Cardiff, prior to a potential nationwide roll out. The principle was beautifully simple. What was required was an equally beautiful, game-changing approach that would introduce a whole new audience to the idea of ‘glam-while you-wait’.
We created dedicated areas for the beauty and hair salons which would integrate stylishly into a store environment and provide a platform for a glamorous launch campaign: and so Beauty Studio and Hair Space were born.
The launch had to satisfy two key criteria: create a social buzz and engagement at a local level and generate excitement at a national level among the target demographic and key influencers (e.g. beauty bloggers).
The creative theme represented a mix of 1950s retro glam and pop art: candy-coloured and fun. Shareable real-time digital content featured on in-store displays and interactive/mirrored screens – connecting the salon with the online world of dedicated followers of fashion and beauty.
Together we worked on delivering:
All of the photography and artwork for in-store and launch comms were designed and produced by our creative team, along with all of the necessary digital content and animations, an in-store catwalk and a selfie app enabling customers to take a pic or video of themselves strutting their stuff and share it instantly.