High street beauty retailer Superdrug has launched a new in-store initiative aimed at showcasing the newest trending and viral beauty products.
The new fixture, named “Next Big Thing”, has already launched in over 40 stores, reaching 122 locations across the UK by the end of March.
It will highlight the most talked about brands and current beauty trends to point customers in the direction of finding the latest trending products and innovations across Superdrug stores.
One of the first brands featured is Made By Mitchell, a UK-founded fast-growing cosmetics brand that built a strong following on TikTok due to its vibrant products.
There is also a mix of international skincare brands, including Anua, Medicube, Biodance, HaruHaru Wonder, and Skin1004, to reflect the demand for global trends and innovations.
Each fixture has been designed to spotlight the brands and products for an in-store destination for discovery.
The new initiative continues Superdrug’s strategy of enhancing the in-store customer experience through trends, new brands, and innovation with a modern retail environment.
Superdrug trading director Megan Potter said: “Customers increasingly want to discover the latest beauty trends when they visit our stores, whether that’s emerging brands, globally trending skincare or the newest product innovations.
“The Next Big Thing gives us the opportunity to showcase these brands in a clear and engaging way, creating a dedicated destination where customers can explore all that’s new and exciting in the world of beauty.
“It’s another step in our ongoing investment in modern retail environments that encourage discovery and help customers find the products everyone is talking about.”
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