Superdrug announces new Open House activity

Superdrug is looking to attract beauty entrepreneurs with a new initiative inviting new brands to meet the retailer’s senior buying team.

And in order to help new brands and products create a splash the retailer has created a new package of launch support worth £100k which may be offered to a brand chosen as part of the activity.

This special support package will consist of a bespoke plan created with the supplier and Superdrug’s marketing team which may include features in DARE Magazine (circulation 600k), promoted via Superdrug’s social media channels (reach of 1m+), in store promotion, CRM, in store media support for instance digital screen POS, and launch features on store radio.

As part of the activity as well as looking for innovation, Superdrug is actively looking for new brands which are halal certified.  This comes after the success of the Shades of Beauty campaign which aimed to ensure stores offered the right products for men and women of colour and resulted in the retailer being named UK number one for afro hair care sales in 2018.

Simon Comins, Superdrug commercial director, comments: “We are a customer centric business and we know that shoppers in our stores are looking for the products that meet their exact needs.  We have a huge selection of vegan products, all our own brand beauty and personal care products are cruelty free, and we are now looking at how we can address the other areas which customers have told us are important to them.”

Superdrug knows customers are also becoming more concerned about excess packaging and the retailer is also interested in speaking with brands which have products which address eco concerns, whether this is through innovative new formats or through taking a new approach to sourcing, materials and manufacture.

Comins continues; “We always enjoy meeting new potential suppliers and discovering new talent that we can help nurture and grow with Superdrug.

“We understand that working with large companies such as ours can seem daunting to smaller companies so this event will give people the chance to meet the team and showcase their products in a more informal way.  We want to see brands from people that know their customer, care about the planet, are looking to spread the word about their passions and have products that will make us go wow.”

The Open House event will take place in May to give new health and beauty brands the chance to meet the senior commercial team and understand more about working with the retailer.

The event, which is being held at Superdrug’s head office in Croydon, is open to brands that are looking to grow their customer base, whether new entries to the UK market or home-grown independents, with a specific focus on brands that are looking to grow their online presence, and also eco-friendly beauty products.

The event is open for new suppliers and brands are invited to apply by emailing to hear more.  All prospective brands will be asked to complete a few questions about their proposition and then appointments will be made for those who have been successful in gaining a slot.  If a winner of the new Open House Package is chosen on the day it will be announced during the summer.