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Superdrug wanted to evolve from being seen as just a high-street retailer to a lifestyle-led experience brand.
We identified the opportunity to head to American Express presents BST Hyde Park, where we could show festivalgoers that beauty isn’t just a bathroom thing: it’s a main stage mood.
With tens of thousands of people, global acts including Olivia Rodrigo, and dozens of sponsors vying for attention, the task was to make Superdrug a vital part of the festival experience.
The mission: bring beauty to the masses, boost loyalty, and give Health & Beautycard members the VIP festival treatment.
Festival beauty is about practicality that still looks good in a selfie. We knew that if Superdrug could solve festival problems (sweat, shine, sunburn and smudges) while delivering joyful experiences, it would win hearts and hashtags alike.
So we built a two-tier world of beauty and belonging, with everything from hair styling to hydration, creating moments that were useful, playful, and irresistibly shareable.
We turned Hyde Park into Superdrug’s biggest pop-up yet: a double-decker playground where beauty and music collided.
Down below: a festival free-for-all of hair styling, glitter glam, SPF spritzing, and fragrance sampling. Up top: an exclusive sundeck for Health & Beautycard VIPs and influencers, complete with makeovers, mocktails, and unbeatable views of the stage.
Every experience delivered value and content gold, from Vaseline 360° videos to shimmering selfies. Influencers amplified online, spreading the feel-good festival vibes to millions.
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