Health and beauty retailer Superdrug has opened the first of its “beauty playgrounds” with the initial launch at its store in London’s Westfield Stratford.
It forms part of Superdrug’s plans to make beauty playgrounds a permanent feature in 30 of its top destination stores by August.
Locations such as Manchester Trafford Centre, Glasgow Braehead and Cardiff St Davids are among those that will feature the playgrounds.
The retailer said the concept acts as a “hub of beauty discovery”, for people to explore brands, beauty services, receive expert advice, and create content.
The beauty playground includes “try me tables” where customers can try out the latest products, along with interactive fixtures with new and exclusive brands showcased.
Social stations have been set up with ring lights for creators to make beauty content, and brand ambassadors are on hand to offer personalised guidance and demonstrations.
Superdrug said it aims to meet “ongoing customer desire” with an experience that is permanently available and accessible to shoppers.
Superdrug chief commercial 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, while 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.
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