Superdrug is unveiled as the Major Health and Beauty Retailer sponsor of American Express presents BST Festival 2025, marking a significant partnership with one of the UK’s most iconic summer festivals.
To celebrate, Superdrug will launch a series of competitions giving customers the chance to win tickets to the festival, which this year welcomes a stellar lineup of global talent including Sabrina Carpenter, Olivia Rodrigo and Stevie Wonder alongside many more across the three weekends in June and July.
At the festival, Superdrug will host a custom-built, double-level experience in the heart of Hyde Park. The upper level will be reserved exclusively for Superdrug VIPs and Health & Beautycard holders, featuring a stylish bar, complimentary makeovers from Superdrug’s own-brand makeup range, Studio London, and a Solait sundeck offering suncream samples to help keep festivalgoers protected throughout the day. This forms part of Superdrug’s wider loyalty programme, which gives members access to exclusive events such as Superdrug Presents, cinema screenings, gym sessions and more.
The lower level will be open to all festival attendees with engaging brand experiences from leading beauty names. As part of this, Superdrug will bring a selection of Unilever’s leading health and beauty brands to life through immersive touchpoints — including hair styling from TRESemmé, fragrance discovery with Lynx, SPF sampling from Simple, interactive games from Sure, and a Vaseline-branded photobooth. Visitors can also enjoy makeovers and photo moments with Revolution, and hydration support from Liquid I.V., reflecting Superdrug’s ongoing commitment to holistic health and wellbeing.
Alongside this experience, Superdrug will also host a selection of beauty and lifestyle influencers, showcasing the overall festival experience and Superdrug’s brand presence to a wider digital audience.
Gemma Mason, head of marketing at Superdrug, comments: “This exciting partnership gives us a unique opportunity to engage with our customers in an unforgettable festival setting. It’s a chance to showcase some of our favourite brands in the heart of London, while showcasing the exclusive benefits available through our Health & Beautycard and reaffirming our commitment to making beauty and health accessible at one of the UK’s most iconic festivals.”
Kat Simpson, commercial and strategy director at Unilever UK & Ireland, comments: “BST Festival is a major summer event, so we’re delighted to be partnering with Superdrug, putting health and beauty at the heart of the experience. From hydration to hairstyling, our interactive brand zones will offer a superior and fresher festival experience with the help of some our biggest brands including Liquid IV, TRESemmé and Lynx. Our sponsorship will be amplified through social and in-store activity across the UK, including a ticket giveaway competition, creating more unmissable opportunities for our shoppers to enjoy the best of summer this year.”
