Superdrug launches market first TikTok campaign

Superdrug launches market first TikTok campaign

Superdrug is collaborating with entertainment platform TikTok to run the #SuperShow talent competition, where entrants complete three challenges inspired by products available at Superdrug.

A first for a beauty retailer, the immersive #SuperShow talent show will see Superdrug take over TikTok UK’s For You Feed from 13th July with TikTok’s premium TopView format, Branded Hashtag Challenge and new TopFeed product. #SuperShow will set new weekly challenges for the community, culminating in a final broadcast live on TikTok on 9th August.

Superdrug will have TikTok branding in over 800 stores across the UK and Ireland and the competition will feature the first ever Superdrug branded bespoke music track.

This move follows the rise in popularity of users exploring and being inspired by beauty trends on digital media. Beauty is booming on digital media – according to Mintel, the TikTok community are the most likely to get beauty inspiration or advice from social media. Recent research by TikTok found 82 per cent of beauty and personal care purchases made after seeing something on TikTok had no prior planning and 49 per cent bought a beauty product after seeing it on the platform.

TikTok also found:

  • 42 per cent of users come to the app to discover new things and 34 per cent of users come to keep up with the latest trends
  • The beauty audience is influenced by the platform and its creators who are the new authority in beauty and take action from the brands and products they talk about
  • Top beauty categories on TikTok are ‘Make Up’, ‘Skin Care’ and ‘Hair Care’

Superdrug’s head of marketing, Gemma Mason said: “We are really excited about this collaboration with TikTok. At Superdrug 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.

“Superdrug has embraced TikTok over recent years with our store teams immersing themselves in content creation and their own local accounts, so we are thrilled to have even more of a presence on the app and bring the #SuperShow talent search to our customers.”

Holly Harrison, Luxury, Fashion & Retail Brand Partnerships at TikTok, said: “We believe the #SuperShow will really appeal to TikTok creators and create a buzz online within the TikTok community. Working with Superdrug is an exciting collaboration, and we look forward to seeing the looks created by those who take part in the challenges.”

Entry to the competition is open to UK residents over the age of 16 and, in a move blending online experience and instore offering, customers can film their own content in creator booths located in selected Superdrug stores. TikTok booths are heading to 4 key city stores, helping customers discover new products and ways to create content for their social feeds, as well as gain content to enter the #Supershow.

Following the three weekly challenges, the most popular creators will be invited to take part in a live #SuperShow challenge, creating TikTok worthy looks at super speed.

The winner of the talent show will be celebrated with a film showcasing their best looks and highlighting the products used to create them.

The first prize winner will also receive £1,000 worth of Health & Beautycard points and the chance to create content with Superdrug for their Christmas 2022 campaign.

Five runners-up will each receive £500 worth of Health & Beautycard point


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