Superdrug has signed up former Gavin & Stacey star Joanna Page as the new face of the health and beauty retailer.
The Welsh actress will star in the retailer’s first TV ad campaign for 10 years. She will also feature in radio ads and in-store promotional material,
promoting both own-brand and branded products. The campaign will start next month.
Superdrug commercial director Steve Jebson said: “Joanna Page is very down to earth and is a person who people will associate with.”
Page will form part of Superdrug’s campaign to get people to “take another look” at the brand. Jebson said: “Our objective is to encourage new and existing customers to take a look at Superdrug as a place to come for accessible beauty. Joanna brings a beautiful friendly feel to the campaign.”
He added: “Customers are looking for inspiration not aspiration. Red carpet looks do not work for our customer. The ads will be very brand focused not just about deals and mascaras.”
He said that market research had shown that Page was the perfect fit for its customers, who prefer a colloquial accent. She will not be advertising the brand, however, as her most famous character Stacey from the popular BBC sitcom.
The retailer will work with Page for the rest of this year and continue into 2011 if the partnership works well with the Superdrug customer.
Jebson said that Superdrug was “cautious” in terms of consumer sentiment in the run-up to Christmas. “It won’t be easy but I think customers will be looking for value and quality and we have that in spades. Everyone will have to fight for every pound.”
This autumn Superdrug will also launch new gift ranges in association with hit US show Glee and Monsoon-owned chain Accessorize.