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Superdrug wanted to flip the script.
The ambition was bold: transform Pink Friday into ownable Superdrug IP, built for culture-first commerce. The brief called for high-impact experiences that could drive real-time sales, emotional brand love, and content that lives far beyond the moment.
Oh, and it had to feel premium, playful, and very Superdrug.
No pressure.
If Black Friday is about discounts, Pink Friday is about delight.
We developed two interconnected TikTok Live experiences, blending studio-scale production with raw, real-world magic.
Our aim was to deliver a fully shoppable, entertainment-first retail takeover where fans weren’t just watching the action, they were the action.
We launched a high-energy studio livestream, kicking off Pink Friday with premium production, rotating brand takeovers, live demos, exclusive offers, and interactive moments that kept engagement high and shopping seamless.
Alongside this, a live in-store broadcast from Superdrug White City hosted by beauty mega-fan and influencer Charlie Lee, captured surprise-and-delight moments in real-time. Shoppers were treated like VIPs with spontaneous giveaways, fast-paced games, and pink-carpet moments that turned everyday shopping into a feel-good Superdrug immersion.
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