SUPERDRUG TAKES THE ROAD

This summer Superdrug has taken a new approach to customer engagement, taking beauty from the shelves of its stores to high streets across the country. The retailer has an iconic London Routemaster bus, sprayed pink of course, and US Dodge pick-up truck, also unsurprisingly pink, both fitted out to be mobile havens of beauty and pampering. The Beauty Bus and Pink Truck have been visiting towns independently across the country, with stops on 70 high streets from Southend to Glasgow. Beauty lovers have been offered beauty treatments such as a Barry M manicure or a BeautyUK makeover when they show their Superdrug BeautyCard. Those who have yet to sign up to Superdrug’s loyalty card, the Beautycard, can register there and then in a special sign-up zone. Both the Beauty Bus and Pink Truck will now continue their journeys to a further 11 locations taking in high streets from Reading to Manchester. Dan Jarvis, Superdrug Head of Marketing says; “As we get ready for the final stops of the summer road tour it’s good to reflect on the activity so far. “Our objective was to celebrate the Beautycard and reach out to both existing and new customers to give them a taste of the Superdrug experience. We’ve reached over 40,000 customers so far and are looking forward to visiting even more high streets during September.” As well as offering beauty treats, customers have also been given special summer coupon booklets and a photo-opportunity ‘pop up beach’ has encouraged engagement with Superdrug’s Facebook and Twitter communities. Samples of Unilever brands such as Lynx and Impulse have also been given away to customers visiting.