5 days ago
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- Scottish Sun
Inside Superdrug's brand new beauty playground in Glasgow – even Gen Alpha will love £2.50 buys
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HIGH street store Superdrug has launched a brand new concept in Glasgow - and skincare fans are going to love it.
The cosmetic powerhouse has introduced a Beauty Playground to its Braehead store.
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New and viral brands are now in store
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Superdrug bosses hope people will love seeing all the lines in person
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There's a play table to test all the products
Launched first in London's Westfield Stratford store earlier this month, it brings some of the most sought-after, viral and exciting up-and-coming brands that have previously only been available online, into the shop.
And it means customers can smell, try and fall in love with some amazing lines, such as Dhelicious and Mallows Beauty.
Even Gen Alpha beauty fans can pick up a bargain, with the Daise range starting from £2.50 for a pretty flower lip balm.
As well as exploring must-have brands, shoppers will also be able to access beauty services, receive expert advice and create content while they shop.
We spoke to Simon Comins, Superdrug's Chief Operating Officer, at last night's launch in the Glasgow store.
He said there will be more testers in Beauty Playground than anywhere else, so customers can really play with the products.
And he added: " The whole idea of Beauty Playground is that we're trying to create, in this aisle, a combination of new brands and brands that we have in the store that are cosmetics and that skincare customers buy, but if they don't go down the oral care aisle, they might not find, like High Smile.
"So we have High Smile in here, Starface, we put a serum stand in. It's just to bring that whole beauty immersion together."
One of the most fun new additions to the store is the 'Try Me Table' where customers can play, test and experiment with the latest products.
And they have included social stations, complete with ring lights and smartphone attachments, for the creation of high-quality beauty content.
Make-up fans race to snap up £5 Superdrug dupe of viral Huda powder, and save themselves £30 in the process
Simon said: "We have a 40 per cent market share on make-up. The amount of people that come in, sit down and understand the product. They want to test the foundation. They want to test their lipstick shade. And we've never had a facility like it.
"We've opened one up in the Stratford store and it's one of the busiest areas because people are just engaging so much with it."
To launch Beauty Playground, Superdrug is partnering with a string of innovative new and exclusive brands, including the Korean
inspired and TikTok famous Smuuti.
Simon said: '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.'
