The Superdrug Beauty Card has been developed as part of the retailer’s efforts to get consumers to reappraise the brand. The new strapline ’Take Another Look’ will be used in the ads.
TV activity, featuring Superdrug brand ambassador Gavin and Stacey star Joanna Page will encourage consumers to sign up to the loyalty programme.
Superdrug ran its first brand-led TV campaign in a decade at the end of last year. The retailer also revamped its magazine to enable customers to buy products from it using their smartphones.
Separately, Superdrug has opened a concept store in Wimbledon, the first of 10 fashion-led stores that will form the foundation for Superdrug’s future store design.