Superdrug ramps up digital presence with launch of Superdrug TV on YouTube

The A.S. Watson-owned retailer will offer consumers exclusive content and interviews with influencers including Nadine Baggott, Louise Pentland and Alix Fox

Superdrug, the A.S. Watson-owned health and beauty retailer, has launched its Superdrug TV series on YouTube as it invests in digital to stay connected with consumers during uncertain times.

Kicking off this week, Superdrug TV will offer viewers exclusive content including a behind-the-scenes look at the retailer, access to events and interviews with celebrities and influencers, as well as the latest beauty launches.

Hosted by TV presenter and radio personality Daisy Maskell, the series' first episode features a guide to budget skin care by beauty journalist Nadine Baggott, while upcoming episodes will feature influencer Louise Pentland, journalist and sex educator Alix Fox and Superdrug's health ambassador Dr Zoe Williams.

The new channel is part of the retailer's focus on its digital and social media platforms, responding to consumers' need for content that can react quickly to their needs in a year of ongoing changes due to the Covid-19 pandemic, according to Superdrug.

Most recently, Superdrug launched a digital version of its in-store Dare magazine, aiming to be accessible to a wider audience as many consumers avoided their high streets during lockdown.

Simon Comins, Superdrug's Commercial Director, said: “We are so excited to be launching Superdrug TV.

“Alongside digitalising Dare magazine and our social media channels, we are striving to provide our customers with free, easily accessible content during these unprecedented times.

“We hope Superdrug TV will entertain and educate throughout 2021, with exclusive content from customer’s favourite influencers and celebrities.”

Superdrug TV will post weekly 15-minute episodes every Tuesday from now through to 2021, with an additional two bumper episodes set to air before Christmas.

In August, Superdrug teamed up with e.l.f. Cosmetics to debut TikTok's first high street make-up stand, in a bid to help bridge shoppers' online and offline experiences.

Watch the first episode here:

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