Superdrug readies The Only Way Is Essex cosmetics range

Superdrug is to launch an exclusive The Only Way Is Essex branded cosmetics and perfume range, for customers to replicate the look of the characters from the ITV2 hit programme.

Superdrug TOWIE vajazzle

The launch is part of Superdrug’s new “take another look” campaign that aims to boost the brand by putting an emphasis on new product ranges that are exclusive or in-keeping with current fashion trends.

The range includes a home vajazzle kit, lip gloss, mascara, “Be Reem” perfume for men, “Dazzle” perfume for women and an economy-sized bronzer so customers can reproduce the Only Way is Essex girls’ fake tan look.

The Only Way is Essex products, exclusive to Superdrug, launch in time for Christmas.

Superdrug is also expanding its mens Christmas gift section by 20% as it looks to take on Boots in the lucrative seasonal period.

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