Superdrug this week launches an innovative in-store collaboration with TikTok as it looks to reach the beauty creators and customers who use the social media platform.
The health and beauty retailer is to hold a #SuperShow talent show that connects its stores with the platform, with a live final on TikTok UK, as it looks to win the attention of a demographic that appears receptive to creator content.
TikTok’s own research suggests that 49% of respondents had bought a beauty product after seeing it on the platform, while 82% of those who made a beauty or personal care purchase after seeing something on TikTok had not planned to do so.
It also found that 42% of users come to the TikTok app to find new things and 34% want to keep up with the latest trends. Its #Beauty has 101.1bn views and #Skincare has 96.9bn, with 20.1bn views for #SkincareRoutine. Top beauty categories on TikTok include ‘make up’, ‘skin care’ and ‘hair care’. Superdrug will take over TikTok’s For You UK feed from tomorrow.
Superdrug head of marketing, Gemma Mason, says: “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.
“Superdrug has embraced TikTok over recent years with our store teams immersing themselves in content creation and their own local accounts, so we are thrilled to have even more of a presence on the app and bring the #SuperShow talent search to our customers.”
The #SuperShow talent competition will see entrants complete three challenges inspired by products available at Superdrug. Creator booths will be available in four city stores to enable customers to film their own content in-store, while TikTok branding will feature in more than 800 UK Superdrug stores.
The creators who emerge as the most popular in the weekly challenges will then be invited to take part in a live challenge to create looks fast, using Superdrug products. Prizes include Superdrug Health & Beautycard points, and opportunities to feature in and create Superdrug content.
Holly Harrison, luxury, fashion and retail brand partnerships at TikTok, says: “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.”
The competition launches tomorrow, with the first challenge – the Super Body Challenge – running in-store at Lakeside as well as on the TikTok app, followed by Rushden Lakes (hair), Manchester (face) and Scotland (final) over subsequent weeks. Entrants can take part by following @Superdrug and uploading their video on TikTok. The final broadcast will be live on TikTok on August 9.
