Superdrug reveals new in-store experiences and innovations, as non-essential retail opens

As non-essential retail gets the green light to open from the 12th of April, Superdrug has revealed a host of innovations and experiences for customers as they return to the high street.

Offering Covid secure shopping

With 830 stores in the UK, Superdrug is a cornerstone of many highstreets in the UK. Throughout the pandemic, Superdrug stores across the country have supplied essential personal care and health products to local communities. Now, as the high street begins to open once again, Superdrug is well prepared to offer Covid secure shopping and browsing. Each store continues to have a host of safety measures in place to ensure store colleague and customer safety, including perspex screens at till point, floor vinyls to encourage social distancing and additional safety measures at we reopen our beauty services for treatments.

Continued investment in the high street

Having recently opened two large flagship stores in MK1 and Rushden Lakes shopping parks, Superdrug continues to support local communities, creating jobs and investing in the high street across the country. Across the two stores alone, 45 jobs have been created for the local areas, and customers will have access to the latest health and beauty products, everyday toiletries and luxury fragrances. This year, Superdrug is set to expand its store estate by an additional 15 stores, with the next store openings within Edinburgh St James Shopping Development, a new flag shopping destination for the city and Tamworth Ventura Retail Park.

Offering exciting new shopping experiences

From April 12th, Superdrug will begin to welcome back beauty shoppers into store, with visitors stocking up on their essential health and personal care products, cosmetics and beauty must-haves as restrictions ease and socialising starts to become commonplace. Throughout lockdown, Superdrug has been working on exciting new in-store shopping experiences, offering immersive experiences to shoppers. Alongside Superdrug’s usual beauty offering, the Rushden Lakes store will showcase Skinnydip’s largest ever Superdrug ‘Shop In Shop’. This will be the largest Skinnydip stand at Superdrug to date, with over 150 exciting skus on offer. For the first time ever in Superdrug stores, shoppers will be able to browse Skinnydip’s lifestyle and fashion accessories, such as nightwear, slippers and cushions. The bestselling Revolution range will also have a large shop in shop in the new Rushden Lakes store, with over 100 skus on offer, immersing shoppers in the range and offering a premium beauty shopping experience. New immersive shopping experiences will be rolled out in new stores across the country, providing shoppers with an enjoyable beauty experience when visiting their local high street.

Launching exclusive, must-have brands

Previewed online during lockdown, and now in-store ready for beauty browsers, Superdrug launches the new Missguided Beauty range as the exclusive bricks and mortar stockist. With the fast fashion brand now exclusively available on the UK high street at Superdrug, fixtures are being rolled out to stores nationwide, enabling shoppers across the country to shop the range. As non-essential retail continues to open up this Spring, Superdrug are looking forward to welcoming beauty shoppers back into stores to browse and explore exclusive high street offerings. As a beauty shopping destination, Superdrug adds Missguided into its portfolio of exclusive cosmetics brands, including Revolution, EX1, MUA, Flower, and Rude beauty, providing customers with a host of affordable beauty to browse. In addition, Superdrug has recently launched new exclusive skincare brands such as Starface, AHC Skincare, plus extensions to their much loved own-brand Vitamin E range, ready for shoppers to discover.

Unveiling new, inclusive brand imagery

As a retailer committed to making inclusive beauty accessible to all, Superdrug is pleased to reveal new in-store visuals. Shot as part of the Own Your Beauty campaign, the imagery shows a diverse range of skin tones, ages and people, to ensure the diverse customer base feels represented in-store. In addition, none of the images will be retouched or edited in photoshop, as Superdrug wants to ensure customers see real life skin textures when browsing beauty, and set realistic beauty standards. Superdrug also encourages it’s brands to follow this same commitment to diversity, with the in-store visuals and brand fixtures for the Missguided range featuring Misgguided real life staff members alongside a diverse model cast.

Investing in staff training

As stores get ready to welcome back more shoppers, Superdrug has invested in ensuring in-store staff feel supported through additional training. The new training modules will provide additional training to upskill staff members in interacting with customers with beauty browsing becoming commonplace. The training also includes a module around mental health awareness, ensuring all of our in-store employees feel well and supported during these challenging times. Superdrug also continues to activate its Be Kind campaign, working to eliminate instore violence and aggression.

Welcoming shoppers back with exclusive discounts and offers

 Superdrug is welcoming shoppers back to the high street with a host of special offers. As a treat to welcome shoppers back to stores, we will be offering customers who purchase products from the skin and haircare categories a free product with their shop for a limited time only. The gift with purchase is available while stocks last and products offered are dependent on store, but include products from ranges including St Tropez, L’Oreal and Aussie.

As restrictions lift and we are able to meet others outside, selected Solait Suncare products will be on offer, with ‘buy 1 get a 2nd half price’ (offer ending 20th April). Selected fragrances also have unmissable promotions, with many on offer for half price, including Eternity Woman Summer EDP 100ml (was £74, now £37) and Burberry Weekend Women (Was £73, now £35).

 In addition, when you spend £30 instore on the 15th of April, you receive 300 points on your Superdrug Health & Beauty card.

Superdrug’s commercial director, Simon Comins, says: “Superdrug is pleased to be welcoming shoppers back to browse beauty and experience in-store shopping from the 12th of April. Throughout the pandemic, we have remained open to provide essential health and personal care products to support local communities across the country. Over the past few months we have worked hard to expand and advance our beauty offering instores, ready to welcome back shoppers. From offering new experiences such as shop-in-shops and exciting brands like Missguided beauty, to continuing to invest and support the high street with new store openings, we are committed to offering our shoppers the very best in accessible beauty. We are pleased to offer Covid secure shopping in a safe environment, with a host of safety measures in place to ensure customer and colleague safety.”