Leading accessible health and beauty retailer Superdrug has introduced a new approach to healthcare visual merchandising at its newly reopened Merry Hill store, designed to make healthcare easier to navigate while drawing clearer links between health and beauty.
The trial brings healthcare more prominently into the store through dedicated education, clearer signposting and products grouped around specific customer needs. As well as strengthening the dedicated healthcare area, relevant health products have been introduced into beauty and personal care categories across the store.
New mission-led bays cover areas including GLP-1 support, hydration, collagen, gut health, women’s health, men’s health, mother and baby, medicated skin and body care, footcare and scalp care. The GLP-1 bay brings together products for everyday nutritional and wellbeing needs, including protein and hydration, gut health, skincare and haircare.
Health and beauty categories have also been more closely connected throughout the store. This includes collagen positioned close to facial skincare, footcare alongside body care, women’s health near period care and a dedicated scalp zone within hair.
The new approach supports Superdrug’s wider ambition to bring health into beauty and beauty into health, recognising that many customer needs span both. By connecting relevant products across the store, supported by clear educational material, Superdrug aims to make these links easier for customers to understand and shop.
Sarah Richards, head of merchandising at Superdrug, said: “Health and beauty have always been closely connected, and we want to bring that relationship to life more clearly in the way customers shop our stores.
“At Merry Hill, we are reflecting that connection by bringing relevant health products into beauty areas and beauty products into health-led shopping missions. Supported by clearer education and navigation, we want to help customers understand how the categories work together and find the products most relevant to their needs.”
The trial will help inform how Superdrug continues to bring health and beauty closer together across its stores in 2027.
