Superdrug is running its annual Open House event again this year. It provides beauty entrepreneurs with the chance to show their new brands to the retailer’s senior buying team.
To help new brands and products create a splash in the market, Superdrug has created a package of launch support worth £100k which may be offered to a brand chosen as part of the activity.
The support package will consist of a bespoke plan created with the supplier and Superdrug’s marketing team which may include features in DARE Magazine, promoted via Superdrug’s social media channels, in store promotion, CRM, in store media support for instance digital screen POS, and launch features on store radio.
As part of the activity, Superdrug stated that it is particularly looking for new brands which are halal certified. This comes after the success of its Shades of Beauty campaign which aimed to ensure stores offered the right products for men and women of colour and resulted in the retailer being named UK number one for afro hair care sales in 2018.
Simon Comins, Superdrug’s Commercial director, commented: “We are a customer centric business and we know that shoppers in our stores are looking for the products that meet their exact needs. We have a huge selection of vegan products, all our own brand beauty and personal care products are cruelty free, and we are now looking at how we can address the other areas which customers have told us are important to them.”
Superdrug stated that it was also interested in speaking with brands which have products that address eco concerns about excess packaging, whether this is through innovative new formats or through taking a new approach to sourcing, materials and manufacture.
Comins continued: “We always enjoy meeting new potential suppliers and discovering new talent that we can help nurture and grow with Superdrug.
“We understand that working with large companies such as ours can seem daunting to smaller companies so this event will give people the chance to meet the team and showcase their products in a more informal way. We want to see brands from people that know their customer, care about the planet, are looking to spread the word about their passions and have products that will make us go wow.”
The Open House event will take place in May at Superdrug’s head office in Croydon. New suppliers and brands can apply by emailing: [email protected].
NAM Implications:
- A real first-refusal opportunity for Superdrug in terms of access to creativity…
- …and a giant leap especially for innovative start-ups.
- A no-brainer?
