Superdrug launches immersive Beauty Playground concept at Westfield Stratford
Superdrug has unveiled its new Beauty Playground, an interactive in-store beauty destination designed to bring a playful immersive shopping experience to customers.
Superdrug has unveiled its new Beauty Playground, an interactive in-store beauty destination designed to bring a playful immersive shopping experience to customers.
The concept launches today (24 June) at the health and beauty giant‘s London’s Westfield Stratford flagship store and will expand to 30 of its top performing UK stores by August 2025, including locations such as Manchester Trafford Centre, Glasgow Braehead, and Cardiff St Davids.
Beauty Playground features ‘Try Me Tables’ where customers can test and experiment with products, interactive displays of new and exclusive brands, social content stations with ring lights for creating beauty content, and on-site brand ambassadors offering personalised advice and demonstrations.
Superdrug said the new permanent retail destination forms part of its broader offline plus online strategy, aimed at enhancing its physical stores while integrating with digital channels.
To support the launch, the retailer has partnered with innovative brands including Daise, Delihicious, and Smuuti, bringing exclusive products and experiences to the Beauty Playgrounds.
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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, 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.’
Jaimee Lupton, co-founder of Daise, added: ‘Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences.
‘We see this as an exciting extension of the in-store experience for the beauty savvy shopper, and it’s something we’re thrilled to be part of.’
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