Reinventing the Beauty Experience for a New Generation: Superdrug Presents
Superdrug, a leader in the health & beauty industry, has established itself as an accessible brand, close to the needs of a diverse customer base. Following the standout success of the 2023 edition of Superdrug Presents, which captivated Gen Z and Millennials through an immersive in-person experience, a major challenge arose for 2024: how to go even bigger, better, and more inclusive.
The objectives were clear: increase attendance and engagement, generate digital buzz reaching over 15 million people, strengthen purchase intent and brand loyalty, while ensuring the financial sustainability of the event. To meet this challenge, the event needed to be larger, more inclusive, and even more experiential — perfectly aligned with Superdrug’s mission: making beauty accessible to everyone.
A Fluid, Inclusive and Interactive Event
The chosen theme for 2024, fluidity, embodied a world where everyone can freely express their individuality. Our UK agency N2O supervised and designed a dynamic event celebrating diversity, inclusivity, and self-expression.
Key highlights of the solution included:
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Exclusive product launches, creating excitement and encouraging social sharing.
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A diverse line-up of 60+ brands, representing all skin tones, genders, ages, and styles.
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An extended five-day format, driving more ticket sales and greater brand visibility.
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Interactive experiences such as beauty bars, masterclasses, product testing, and treatments (brow shaping, piercings, and more), all offered in a fun, pressure-free environment.
This strategy was amplified through an omnichannel marketing campaign (PR, social media, digital advertising, in-store promotions), kicked off with an exclusive press night bringing together influencers and media to maximise visibility.
A Resounding and Engaging Success
After eight months of meticulous planning with Superdrug, the event came to life over the May 2024 bank holiday weekend at London’s Old Truman Brewery. Supervised by our agency N2O, it brought together more than 7,500 participants across five days of immersive experiences: expert-led masterclasses, product sampling, gamified brand interactions, and exclusive live content created by influencers, including brand ambassador Princess Andre.
Each guest received a personalised gift bag worth £300, containing 30 carefully selected products, extending the beauty discovery well beyond the event. A Superdrug pop-up shop also allowed visitors to purchase their favourite products on-site.
Finally, the post-event buzz was amplified through extensive media coverage and user-generated content, further strengthening brand affinity and confirming Superdrug Presents as an unmissable highlight in the beauty calendar.
