Superdrug launches 'market first' TikTok talent show

Superdrug is collaborating with TikTok to host an in-store and on-platform talent show. Entrants will be able to complete three challenges inspired by products available at the health and beauty retailer.

From 13 July 2022, the #SuperShow talent competition will see Superdrug take over TikTok UK’s "For You Feed" with the platform's TopView format, Branded Hashtag Challenge and new TopFeed product.

The #SuperShow will set new weekly challenges, ending with a final broadcast live on TikTok on 9 August 2022.

In addition, Superdrug will feature TikTok branding in over 800 stores across the UK and Ireland.

The news comes after recent research by TikTok found that 82% of beauty and personal care purchases made after seeing something on TikTok had no prior planning and 49% bought a beauty product after seeing it on the platform.

Gemma Mason, Head of Marketing at Superdrug said: “We are really excited about this collaboration with TikTok. At Superdrug we love a trend and thrive to be market leaders. This partnership is one of the many innovative ways we are staying ahead of digital media trends."

Holly Harrison, Luxury, Fashion & Retail Brand Partnerships at TikTok, said: “We believe the #SuperShow will really appeal to TikTok creators and create a buzz online within the TikTok community. Working with Superdrug is an exciting collaboration, and we look forward to seeing the looks created by those who take part in the challenges.”