Superdrug is launching new Beauty Playgrounds in 30 stores
The first playground opened at its flagship store in Westfield Stratford today, to be followed by 30 more around the country, launching in the next three months, where shoppers can make the most of:
'Try Me Tables' for playful product discovery
Interactive displays showcasing new and exclusive brands
Social content stations with ring lights for beauty lovers and creators
On-hand experts delivering personalised advice and demos
Simon Comins, Superdrug's chief commercial officer, says: 'The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer.
"With Beauty Playground, we're reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs.
"But most of all, at Superdrug we believe beauty should be fun, so we can't wait to welcome customers to their nearest Beauty Playground store, where they can experience and enjoy Superdrug like never before.'
The next batch of Beauty Playgrounds to launch will include Manchester Trafford Centre, Glasgow Braehead and Cardiff St Davids.
Like beauty news? Here's more:
Superdrug is partnering with new brands, including the mood-matching fragrance and body care brand Daise, the award-winning natural skin and hair solution Delihicious and the Korean-inspired and TikTok-famous Smuuti.
Daise co-founder Jaimee Lupton says: 'Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences.
"We see this as an exciting extension of the in-store experience for the beauty-savvy shopper, and it's something we're thrilled to be part of.'
The concept builds on the success of the retailer's annual beauty festival, Superdrug Presents.
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