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As the demand for diversity and inclusion in beauty gets louder, we needed to make some noise about how Superdrug and its brands are leaders in the drive for the cause. So, to explore this, we researched what trends are resonating with consumers when it comes to health and beauty inclusivity.
We found that 82% of beauty product users seek racial diversity, with 45% of consumers describing a diverse beauty brand as one that “creates products for different skin tones and hair types.” 43% also like to see different types of beauty from brands, with 86% desiring age-inclusive approaches in events.
So with racial diversity, brands that champion all kinds of beauty, skin and hair types and those who make accessible products for all ages on top of the agenda, we reached out to the brands that hit these criteria to become the stars of Presents 2024.
Our strategy was to dial up inclusivity so Presents would be a safe space for people to express themselves through beauty—a place for everybody and “Every Body”.
Superdrug Presents theme was fluidity – an event that championed people exploring, expressing and enjoying health and beauty away from the pressures and structures of society. Over the May bank holiday, 60 diverse health and beauty brands hit London’s Old Truman Brewery over five jam-packed days.
On the first day, esteemed press members and star beauty influencers got early access to the experience. The following day, we opened the doors, and over 7,500 guests flocked to Presents for the remaining four days, strolling around the stands full of sampling, education, and, of course, on-trend, immersive gamification to engage them with the brands.
The Beauty Studio offered treatments galore – everything from eyebrow threading to nose piercing for guests to pamper themselves between browsing. Masterclasses inspired and educated attendees on diverse products and beauty techniques, while funky photo ops gave them aesthetic backdrops for social media snaps.
Guests brushed shoulders with their favourite personalities, like Princess Andre, brand ambassador for Superdrug’s Studio London range, adding to the excitement. Tasty treats and drinks provided by brands like Crosstown Doughnuts kept consumers refreshed while a DJ pumped up the atmosphere with the hottest tracks of 2024. To top it all off, every attendee took home a goody bag full of products worth a staggering £300 so they could continue to explore, express and enjoy their beauty beyond the event itself.
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