Superdrug unveils new 'beauty playground' concept at Manchester Trafford Centre

Superdrug has unveiled its new 'beauty playground' concept at the Manchester Trafford Centre, forming part of a 30-store nationwide rollout.

The initiative aims to deliver "industry-leading" beauty experiences, transforming in-store shopping and acting as a hub of discovery, where customers can explore must-have brands, access beauty services, receive expert advice, and create content while they shop.

The launch supports the acceleration of Superdrug’s O+O (Offline plus Online) strategy, which aims to deliver a "market-leading" experience wherever and whenever customers choose to shop.

Key features include:

• ‘Try Me Tables’ where customers can play, test and experiment with the latest products.
• Interactive fixtures displaying new and exclusive brands for customer discovery and trial.
• Social stations complete with ring lights for the creation of beauty content.
• Brand ambassadors offering personalised guidance and demonstrations.

First launched earlier this month at London’s Westfield Stratford store, the new concept will become a permanent feature in Superdrug’s top destination stores by August 2025, including prime locations such as Glasgow Braehead and Cardiff St David’s. 

Simon Comins, Chief Commercial Officer at Superdrug, 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, whilst 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."

Earlier this month, Superdrug promoted Simon Comins to Chief Operating Officer, uniting retail and commercial operations under one cohesive strategy.

His promotion marks a "bold step" in the health and beauty chain's strategic vision to create a seamlessly connected business.