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 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'.

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.

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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