The talent show campaign is said to be a “first of its kind” for beauty retailers and will see Superdrug take over TikTok UK’s ‘For You’ page from today (13 July) with its Branded Hashtag Challenge and new TopFeed product.
#SuperShow will be setting new weekly challenges for the community, culminating in a final broadcast live on TikTok on 9 August.
In addition, Superdrug will have TikTok branding in over 800 stores across the UK and Ireland as the competition will feature the first ever Superdrug branded bespoke music track. This “market-leading” move is said to follow the rise in popularity of users exploring and being inspired by beauty trends on digital media.
According to market research conducted by Mintel, the TikTok community are the most likely to get beauty inspiration or advice from social media; research conducted by TikTok found 82% of beauty and personal care purchases made after seeing something on TikTok had no prior planning, while 49% bought a beauty product after seeing it on the platform.
TikTok also found that 42% of its users come to the app to discover new things and 34% of users come to keep up with the latest trends.
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.
“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.”
Holly Harrison, luxury, fashion and 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.”