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.

Vajazzle
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.

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