Superdrug, the UK’s second largest beauty and health retailer, has teamed up with parenting club Bounty, to sample its packs aimed at expectant mothers in-store.
The 18-month partnership includes access to Bounty’s membership database, which comprises 2m active members, plus an advertising and sponsorship package with Bounty guides, which have a combined circulation of nearly 1.5m each year.
The tie up will also involve Bounty.com, which has 840,000 active members, linking with www.superdrug.com.
Bounty packs are currently given to around 98% of all new and expectant mums and over half a million collected their packs from stores last year.
Dan Jarvis, Superdrug head of marketing said: “Parents are a key market for our stores, not just for baby goods but for everyday health and beauty. We’re looking forward to being able to offer expectant parents the chance to collect their Bounty packs from our stores.”
Clare Goodrham, client services director at Bounty, said: “Our club interacts with members through multiple channels and is proven in its ability to drive purchase of the partners we work with. This new contract with Superdrug allows us to provide even more value to our members, reaffirming our position as the UK’s best-loved parenting club.”