Superdrug has opened its latest Beauty Playground at Manchester’s Trafford Centre, marking the next step in its rollout of the interactive in-store concept across 30 UK locations.
Designed to bring a playful, immersive shopping experience to customers, the retailer’s format features ‘Try Me Tables’ for product testing, interactive displays of exclusive brands, and social stations with ring lights for content creation.
Brand ambassadors are also on hand to offer personalised demonstrations and advice.
The new Trafford store follows the concept’s debut at Westfield Stratford last month, with further openings planned for key locations including Glasgow Braehead and Cardiff St Davids by August.
Superdrug said the initiative is part of its broader ‘offline plus online’ (O+O) strategy, aimed at enhancing the in-store experience while integrating with its digital offer.
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Superdrug chief operating officer Simon Comins said: “The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer.
“With Beauty Playground, we’re reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs.
“But most of all, at Superdrug we believe beauty should be fun, so we can’t wait to welcome customers to their nearest Beauty Playground store, where they can experience and enjoy Superdrug like never before.”
The retailer is launching the concept in partnership with a string of new and exclusive brands including Daise, Delihicious, and TikTok-favourite Smuuti.
Jaimee Lupton, co-founder of Daise, added: “Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences.
“We see this as an exciting extension of the in-store experience for the beauty savvy shopper, and it’s something we’re thrilled to be part of.”
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