Paul Stafford takes on new role at Superdrug AS Watson and continues focus on retail media network roll-out

Paul Stafford has started a new role as Head of Retail Media for Europe at Superdrug and AS Watson.

He was previously Head of Digital Marketing, Retail Media & Online Brand at the retailer.

In a LinkedIn post, he said: “In this role, I'll continue to manage Superdrug's retail media roll-out and support our European expansion.”

“It's been an exciting journey to get Optimo by Superdrug (a retail media network that launched last year) to where it is today and even more exciting to see where we can get to with Optimo across the AS Watson BU's in the next few years.”

He added: “All I can say is watch this space...👀. Massive thanks to Matt Walburn (Marketing, Online and Customer Director at AS Watson UK - Superdrug and Savers) and Dan Jarvis (Collaboration Director, Group CEO Office & Chief Digital Officer Europe) for their support.”

Roblox

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

This is available to play for a limited time and is 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.