Superdrug goes live with Beauty Playground immersive experience at Westfield Stratford flagship store
Superdrug has launched a new in-store Beauty Playground concept.
In a LinkedIn post, the retailer said: "Beauty just got a whole lot more playful. We’re thrilled to unveil our Beauty Playground, a new in-store concept reimagining the way our customers discover, play, and connect with beauty."
Launching first at its flagship store in Westfield Stratford on 23rd June, Beauty Playground will roll out to 30 destination Superdrug stores across the UK by August, including Manchester Trafford Centre, Glasgow Braehead, and Cardiff St Davids.
Key features: ‘Try Me Tables’ to test and play with the hottest products; Social stations with ring lights for flawless beauty content; Friendly brand ambassadors offering expert guidance; Interactive zones for discovering new and exclusive brands.
Superdrug concluded: "With the belief that “Beauty is our Duty,” this isn’t just shopping, it’s a vibrant, immersive experience designed to empower and inspire. A massive well done to everyone involved."
Hair colour that does GOOD! 🤎
— Superdrug (@superdrug) June 27, 2025
Shop the wide variety of Garnier GOOD Hair Colour at Superdrug 🛍️ https://t.co/YeodB9AGZi pic.twitter.com/Z520cOWz6T
2025 RTIH INNOVATION AWARDS
Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.
The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.
Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”
He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”
“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”
Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering.
For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.
Continue reading…