Superdrug lays claim to being first health and beauty retailer to launch in Roblox as it celebrates 60th birthday

Superdrug says it has become the first health and beauty retailer to launch in Roblox, with its new Superdrug Obby obstacle game going live today to celebrate its 60th birthday.

This is available to play for a limited time and will be made up of three games themed around some of Superdrug’s own brand ranges, ProCare, Fruity and Solait.

Exclusive obbies will see players battle spinning electric toothbrushes, bounce across ProCare toothpaste tubes and fly across floss highwire, before moving onto the Fruity game.

The latter will challenge players with fruity shaped obstacles before they go onto vote for their favourite Fruity flavour. The final game is a Solait summer and travel themed obstacle game which quizzes players on their suncare knowledge.

On completing all three games, users will enter a virtual Superdrug store, where the 60th birthday celebrations will begin.

Players can explore the concept store, listen to the in-store DJ and get the chance to win Superdrug branded UGCs to dress their avatar.

Those who complete all games will receive a code to redeem a free Fruity shower gel of their choice in any Superdrug store nationwide. 

Online Business, Customer and Marketing Director at Superdrug, Matt Walburn, comments: “For our 60th birthday we wanted to celebrate and engage with a demographic that is increasingly drawn to digital entertainment and so we are excited to partner with Roblox and take our first steps into the gaming world.”

“The collaboration allows us to introduce a new generation to our brand and interact with them in a way which is more appealing and natural to them.”

Andrew Douthwaite, CCO at Dubit, says "We are excited to partner with Superdrug as they extend their 60 year celebration with a brand new integration on Roblox.”

“Roblox’s immersive platform is perfect for brands like Superdrug to connect with younger audiences in meaningful ways. We’ve loved working with the Superdrug team on this exciting project.”