Superdrug teams up with TikTok to launch first talent show

Superdrug
// Superdrug partners with TikTok to launch competition
// The ‘SuperShow’ will see Superdrug take over TikTok UK’s For You Feed from July 13

Superdrug has claimed to be the first health and beauty retailer to host an in-store and online competition with a live final on TikTok.

The retailer has teamed up with entertainment platform TikTok to introduce a talent show where entrants complete three challenges that are inspired by Superdrug’s own products.

The ‘SuperShow’ will see Superdrug take over TikTok UK’s For You Feed from July 13 with TikTok’s premium TopView format, Branded Hashtag Challenge and new TopFeed product.

SuperShow will set new weekly challenges for the community, culminating in a final broadcast live on TikTok on August 9.


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Superdrug will have TikTok branding in over 800 stores across the UK and Ireland and the competition will feature the first ever Superdrug branded bespoke music track.

“We are really excited about this collaboration with TikTok. At Superdrug we love a trend and thrive to be market leaders,” Superdrug’s Head of Marketing, Gemma Mason said.

“This partnership is one of the many innovative ways we are staying ahead of digital media trends.

“Superdrug has embraced TikTok over recent years with our store teams immersing themselves in content creation and their own local accounts, so we are thrilled to have even more of a presence on the app and bring the #SuperShow talent search to our customers.”

Entry to the competition is open to UK residents over the age of 16 and customers can film their own content in creator booths located in selected Superdrug stores.

TikTok booths are heading to four key city stores, helping customers discover new products and ways to create content for their social feeds, as well as gain content to enter the SuperShow.

Following the three weekly challenges, creators will be invited to take part in a live SuperShow challenge.

The winner of the talent show will be celebrated with a film showcasing their best looks and highlighting the products used to create them.

The first prize winner will also receive £1,000 worth of Health & Beautycard points and the chance to create content with Superdrug for their Christmas 2022 campaign.

Five runners up will each receive £500 worth of Health & Beautycard points.

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