Superdrug – Hero Hunters

by Client: Superdrug

We had to convince women of the value of swapping from their current (and often) branded beauty regime, to trialling Superdrug’s own-branded alternatives. By communicating quality, value and breadth of range we believed we could trigger trial and increase sales of Superdrug’s own-brand health and beauty products.

Time Inc. developed a formidable panel of beauty experts we called “THE HERO HUNTERS.” A team dedicated to reviewing, exploring and discovering the best beauty buys from the own brand range and sharing their honest experience with the Superdrug consumer.

Four beauty experts were sourced from Time Inc. brands (Look, Now, Marie Claire and Woman), as well as a product developer from Superdrug, a GP, a dermatologist, a celebrity make-up artist, a beauty vlogger and a health & fitness guru.