Superdrug unveils "market first" TikTok campaign

By

Sandra Halliday

Published
Jul 12, 2022

British beauty and health retailer Superdrug has launched a new campaign and said it’s the first beauty retailer to host an in-store and on-platform talent show with a live final on TikTok UK.

The immersive #SuperShow talent event sees it taking over the social media platform’s For You Feed from 13 July with TikTok's premium TopView format, Branded Hashtag Challenge and new TopFeed product. 

The campaign will come with new weekly challenges for the community, culminating in a final broadcast live on TikTok on 9 August.

The link-up will continue into the stores with TikTok branding in over 800 Superdrug location across the UK and Ireland. There will also be the first ever Superdrug branded bespoke music track.

The retailer said the campaign comes as more and more people are “being inspired by beauty trends on digital media”. More specifically, it’s the TikTok community that’s “the most likely to get beauty inspiration or advice from social media”, it said, citing Mintel.

In fact, TikTok’s own research has shown that 82% of beauty and personal care purchases made after seeing something on the platform had no prior planning, while 49% bought a beauty product after seeing it on TikTok.

Its users are also heavily focused on discovering new things and keeping up with trends. 

Superdrug’s Head of Marketing, Gemma Mason said: “We are really excited about this collaboration with TikTok. We love a trend and thrive to be market leaders. This partnership is one of the many innovative ways we are staying ahead of digital media trends.”

Entry to the competition is open to UK residents aged 16 and over and customers can film their own content in creator booths located in some Superdrug stores.