Superdrug announces major change at 69 UK stores | UK

The initiative makes it easier for customers to shop the latest trending products (Image: Getty)

Superdrug has introduced a major change across nearly 70 of its UK stores, showcasing the latest trending and viral beauty products to make it easier for customers to discover the most-talked-about brands and beauty items.

The initiative, called the Next Big Thing, is a dedicated in-store feature that spotlights the newest beauty innovations. The installation includes a curated mix of international skincare brands and trending beauty products, and is currently available in 69 UK stores. The rollout is expected to expand to 122 locations by the end of March.

One of the first brands featured is the fast-rising cosmetics brand Made By Mitchell, which Superdrug noted had “built a strong following through its bold, artist-led approach to makeup and vibrant product range”. Other beauty brands such as Tir Tir and Daise, as well as trending products from Revolution Beauty, also made the cut.

Shoppers will also find international skincare brands, such as Anua, Medicube, Biodance, HaruHaru Wonder and Skin1004, which the retailer said reflects the continued demand for globally trending skincare innovations among UK beauty customers.

The initiative forms part of Superdrug’s ongoing strategy to continue enhancing the in-store customer experience by bringing together trending brands and innovation within modern, welcoming retail environments designed to immerse, inform and engage customers.

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Megan Potter, Superdrug’s trading director, 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.”

You can find the full list of UK stores where the Next Big Thing has been launched below:

Stratford The Mall – E15 1XQ

Edgware Broadwalk – HA8 7BD

Luton Retail Park – LU1 3JH

Galleria Hatfield – AL10 0XX

Watford Harlequin – WD17 2TN

Biggleswade A1 Rpark – SG18 8PS

High Wycombe – HP11 2BW

Aylesbury Friar Square – HP20 2SP

Bournemouth Castlepoint – BH8 9UY

Bristol Broadmead – BS1 3EU

Corby Retail Park – NN17 5DT