Store opening launch events for Superdrug

The client
Superdrug is the one of the UK's leading health and beauty retailers, with 850 stores across the UK and Ireland.

The solution
We manage the launch events of Superdrug's regional new store openings. Our event management strategy focuses on positioning Superdrug as an accessible but creditable healthy and beauty brand and optimising the customer experience.

For recent store openings, we developed a campaign theme of 'Get ready to take another look' which was used to give a 'beauty festival' feel to promote each new store opening. We created a host of exciting customer experiences before, during and after each launch day. Launch event activities include creating concept giveaways (cookies in the shape of lips,) planning and implementing guerrilla advertising and ad bike promotions, staging performances with a high energy dance troupe and organising local media photo calls and PR.

The result
Each store opening has been highly successful, with significant increases in customer footfall as a result of each launch event activity.