Superdrug’s customer mag Dares to go digital

Superdrug customers will soon be able to buy products straight from its newly-redesigned in-store magazine using their smartphones.


Dare will be the UK’s first customer magazine to use digital watermarking technology, which allows customers to scan images on their phones to instantly buy products, says the retailer.

The revamped magazine is the company’s latest attempt to narrow the gap on market-leader Boots. Last month Superdrug announced it is to launch a loyalty scheme to rival Boots’ Advantage card .

Readers of the Dare February issue will also be able to use their smartphones to view interactive video content and access exclusive news and tips by scanning digital watermarks embedded in the magazine.

The new-look magazine, published by the River Group, now mirrors Superdrug’s “take another look” marketing message and is distributed in-store and on the street in London. Street distribution will expand to eight major UK cities in March.

Superdrug operates 900 stores in the UK and is owned by China based retail group AS Watson, which operates 9,000 health and beauty stores worldwide. AS Watson operates a number of loyalty schemes and has more than 35 million customers signed up to its programmes.

In its recent Christmas trading update Superdrug reported a 1.7% increase in sales for the five weeks to 1 January.

Lloydspharmacy which operates 1,600 outlets has also announced it will launch a new customer magazine next month.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here