“Superdrug Presents” event
Superdrug is a leading retailer in the health and beauty industry, with a strong focus on providing accessible beauty products for a diverse customer base. In 2023, Superdrug made waves with our highly successful “Superdrug Presents” event, which resonated with Gen Z and Millennials by offering an immersive, in-person experience. As we approached 2024, the challenge was clear: how could Superdrug go even bigger, better, and more inclusive? Our task was to scale up the event while making it a more immersive, engaging, and shareable experience for every participant, underlining Superdrug’s commitment to diversity and inclusivity.
For the 2024 Superdrug Presents event, the objectives were ambitious.
Increase attendance and engagement: Attract more Gen Z and Millennial consumers by creating a super-immersive experience that aligns with their desire for real-life, authentic interactions.
Create a buzz-worthy experience: Generate significant online engagement with a goal of exceeding 15 million in online reach.
Boost product purchase intent and brand loyalty: Strengthen attendee intent to purchase products and drive long-term loyalty to Superdrug.
Achieve cost neutrality: Ensure the event was financially sustainable through ticket sales and strategic brand partnerships.
To take Superdrug Presents 2024 to the next level, we focused on amplifying the event’s diversity, inclusivity, and interactivity, ensuring every guest felt represented and welcome. The theme for 2024 was fluidity, symbolising a world where people could express their individuality freely. We created a dynamic event where identities were fluid, diverse, and celebrated—reflecting Superdrug’s mission to provide beauty for “Every Body.”
Key elements of our solution included:
Exclusive Product Launch Hall: Guests were treated to early access to new product launches, generating excitement and encouraging social media sharing.
Diverse Brand Selection: Over 60 health and beauty brands, carefully curated to represent all genders, skin tones, hair types, and ages, ensured the event was inclusive and reflective of modern beauty standards.
Extended Event Duration: The event was expanded to five days, allowing for more ticket sales and greater brand exposure.
Interactive Experiences: We transformed the venue with beauty bars, masterclasses, and sampling stands, where attendees could experience treatments like eyebrow threading, nose piercing, and more—without any pressure to purchase.
Our omnichannel marketing strategy used PR, social media marketing, digital ads, and in-store promotions to drive awareness. We kicked off the event with a star-studded press night, ensuring coverage by key influencers and media outlets.
The event was meticulously planned over eight months, involving a range of teams to ensure every detail was perfect:
Pre-Event Planning: Our teams collaborated with Superdrug to develop the theme, secure brand participation, and design the event layout. The fluidity theme was brought to life with liquid graphics, gradient textures, and interactive zones that encouraged guests to explore the event at their own pace.
Event Experience (May Bank Holiday 2024): Over 7,500 guests attended the five-day event at London’s Old Truman Brewery. Attendees were invited to a series of immersive beauty experiences, including masterclasses from industry professionals, product sampling, and gamified brand interactions. Trusted influencers, including brand ambassador Princess Andre, added excitement by creating shareable content throughout the event.
Attendee Engagement: Each guest received a personalised goody bag with £300 worth of products curated specifically for them. These hand-packed bags, filled with 30 items each, continued the exploration of beauty beyond the event. Attendees could also visit the Superdrug Pop-Up Shop to purchase their favourite products on-site.
Post-Event Marketing: The success of Superdrug Presents was amplified through extensive media coverage and influencer-generated content. Attendees eagerly shared their experiences across social platforms, further driving brand engagement.
