At Superdrug, we showed up and glowed up for Pride June 2021! If you missed all the activity (where were you hiding?!), we’re sharing the complete glitter-fueled low down right here.
United We Stand
After the success of last year’s partnership, Superdrug teamed up again with Lynx, Closeup, Vaseline and Simple to raise awareness of the Switchboard LGBT+ Helpline as part of this year’s joint campaign – United We Stand.
Switchboard provides vital support to the LGBTQ+ community, whether that’s helping someone understand their identity, supporting those who have felt excluded by friends or family or to lend a listening ear when someone needs it most.
To help increase the charity’s visibility and to raise funds, bestselling products from Lynx, Closeup, Vaseline and Simple had a makeover with packaging proudly sporting a new rainbow design and the Switchboard logo and helpline number.
To find out more about Switchboard and the amazing work they do, you can read our interview with Co-Chair Tasha Walker here: Pride and Partnerships with Tash Walker from Switchboard LGBT.
And finally, the last standing ovation goes to Sally Hansen who launched 8 limited edition nail polishes with 100% of their profits going directly to glaad charity; the organization that leads the charge to positively shape public opinion about LGBTQ+ people.
Did you pick up a limited-edition product in-store or online? If not, they’re still available and you can check them out here: Pride Shop.
SDTV + Untold Stories
While it’s easy to get swept up in the parades and parties that surround Pride, let’s not forget it’s also a celebration of how far LGBTQ+ rights have come and a moment to reflect on the work that still needs to be done. Pride is about being proud of who you are, no matter how you live or how you identify yourself.
With this in mind, and as part of our partnership with Switchboard, this Pride, we shared a series of Untold Stories from the LGBTQ+ community. You can watch all our Untold Stories on our dedicated Pride page or hear Amir and Aamir’s story below on SDTV.
Superdrag Store Takeover
If you popped into any of our Superdrug stores over June or July, you would have seen our biggest and brightest ever store takeover! Posters for the United We Stand, plus one of a kind window displays showcasing messages of support, covered our stores up and down the country.
However, our Brighton customers were in for a real treat as their local store was transformed from Superdrug to Superdrag! With appearances from some very special guests, the fully immersive experience welcomed customers to join in a range of activities while being thoroughly entertained!
Did you visit our Superdrag Brighton store?
As well as all the fab work going on in our stores, we were busy behind the scenes too! At Superdrug, we want everyone to feel they can be their real authentic self while at work, whether this is in our stores or as part of our many teams at our HQ.
Our LGBTIQ+ Network offers internal support to our staff, and during June, they put on an incredible range of panels and events designed to educate and increase inclusivity, including ‘an intro to intersectionality’ to ‘how to be a better ally’.
We then wrapped up our Pride event with a virtual game of Drag Bingo, raising money for Switchboard. Altogether now… BINGO!
Pride Month & Beyond
At Superdrug, we ensure our support for the LGBTQ+ community doesn’t stop with the close of Pride month. Whilst we use Pride month as a fantastic opportunity to ensure the community rises to the top of our communications, our support for our diverse customer base extends year long. Our partnership with Unilever is now into its fourth year, with a continuing combined donation to the Switchboard charity. We exclusively stock a capsule collection of 5 rainbow limited edition wrapped Unilever products, and these are available throughout the summer, raising awareness of Switchboard charity. Internally, we’re incredibly proud of the internal LGBTIQ+ employee network, which ensures that everything we do is as inclusive and representative as possible.
Our online Pride shop is always open if you fancy adding a bit of sparkle to your everyday regime!