Superdrug is announcing the launch of 30 new Beauty Playgrounds across the country, as the accessible retailer continues to enhance its bricks and mortar offering and delight customers with industry-leading beauty experiences.
Launching first in the flagship store of London’s Westfield Stratford today, Beauty Playground will become a permanent feature in 30 of Superdrug’s top destination stores by August 2025, including prime locations like Manchester Trafford Centre, Glasgow Braehead and Cardiff St Davids.
With the mission of ‘Beauty is our Duty,’ the Beauty Playground concept goes far beyond a traditional shopping experience, acting as a hub of beauty discovery, where people can explore must-have brands, access beauty services, receive expert advice, and create content while they shop. The launch also supports the acceleration of Superdrug’s O+O (Offline plus Online) strategy, which aims to deliver a market-leading, integrated experience wherever and whenever customers choose to shop.
The revolutionary Beauty Playgrounds are designed to put the fun and freedom into beauty and will include:
- ‘Try Me Tables’ where customers can play, test and experiment with the latest products.
- Interactive fixtures displaying new and exclusive brands for customer discovery and trial.
- Social stations complete with ring lights for the creation of high-quality beauty content.
- Brand ambassadors offering personalised guidance and demonstrations.
To launch Beauty Playground, Superdrug is partnering with a string of innovative new and exclusive 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.
At a time when immersive pop-ups, concept stores and hybrid retail spaces are an ever-popular tactic of the beauty industry, Superdrug aims to meet ongoing customer desire with a retail experience that is permanently available and accessible to all areas of the country. The concept also builds on the success of the retailer’s annual beauty festival, Superdrug Presents, which was hailed ‘a playground of beauty’ by its delighted fans.
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 co-founder of new and exclusive Beauty Playground brand Daise, Jaimee Lupton, comments: “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.”
