Superdrug Beauty Studio

Treat your selfie

The Challenge

Superdrug wanted to engage a younger, more fashion-forward audience: an audience that would come in-store to glam-up and experiment. To encourage this beauty-conscious demographic to join the fun, strut their stuff and be pampered, MMP created a whole new brand for the store, fronted by an über-glamorous launch campaign.

The Solution

MMP created dedicated brands 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 talkability 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. 

All photography and artwork for in-store and launch comms was designed and produced by MMP, along with all-digital content and animation, 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.

The Insight

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'.

Making More Possible

  • Wham glam- a major impact on turnover, with sales revenue for the Cardiff store increasing by 23%

  • Roll out of the concept to 11 more Beauty Studios integrated into Superdrug flagship stores

  • In PR terms, the store launch and beauty blogger event stylishly exceeded expectations by generating stunning media coverage and blogger chatter from Hair Space enthusiasts and Beauty Studio converts

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