Playboy Beauty (High Maintenance), the make-up range based on the eponymous magazine and lifestyle brand, has signed a distribution deal that will see the brand enter up to 500 branches of Superdrug in the UK by the close of 2007.
Superdrug is hoping that the range will help to attract young, fashion-conscious women into the store.
Playboy Beauty is currently available in four outlets nationwide, including Selfridges, where the brand made its debut onto the UK market.
The brand has collaborated with retail design consultancy Sheridan & Co to create a display pod, which will feature a multimedia screen - a first for Superdrug - to exhibit promotional imagery, as well as products grouped by category.