Superdrug launches Sleigh Squad as retailer supports stressed out beauty shoppers this Christmas
Superdrug is launching what is pitched as a first of its kind live beauty gifting helpline to support overwhelmed shoppers this festive season.
This will give customers instant, one to one access to some of the UK’s leading beauty experts for personalised Christmas gifting help.
The retailer’s Sleigh Squad includes:
Sarah Jossel, Beauty Columnist – Gifting Guru (pictured below)
Dr Nora, Dermatologist – Skincare Sleigher
Ateh Jewel, Superdrug’s Coils, Curls & Waves Creative Consultant – Glam Getter
Jack Luckhurst, Celebrity Hair Stylist – Season Styler
Haydn Williams, Fragrance Expert – Scenta’s Helper
Simon Comins, Superdrug Chief Operating Officer, says: “The festive season can be overwhelming, and with so much choice, the Sleigh Line brings real experts directly to customers to help them choose gifts with confidence. It’s personal shopping for the festive season, it’s fast, fun and genuinely helpful.”
“And the best part is that it doesn’t just last for one day - we are training our Shop Live advisors to share this expert inspired guidance all December long.”
The Sleigh Squad will today be based at Superdrug’s Westfield White City store for live calls and customer interactions. Following the takeover, their expertise will feed directly into upgraded gifting training for Shop Live advisors, meaning the most asked about tips, product picks and expert insights will be shared with customers all month long through Superdrug’s online beauty helpline.
2025 RTIH INNOVATION AWARDS
Personalisation was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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