Pure Beauty

Superdrug raises curtain on industry-first TikTok talent show

By Julia Wray | Published: 11-Jul-2022

#SuperShow entrants are encouraged to complete three challenges inspired by products available at Superdrug

Superdrug has become the first beauty retailer to host an in-store and on-platform talent show, with a live final on TikTok UK.

The retailer’s #SuperShow competition will see entrants complete three challenges inspired by products available at Superdrug.

The immersive talent show will see Superdrug take over TikTok UK’s For You Feed from 13 July with TikTok's premium TopView format, Branded Hashtag Challenge and new TopFeed product.

#SuperShow will set new weekly challenges for Superdrug’s community, culminating in a final broadcast live on TikTok on 9 August.

Entry to the competition is open to UK residents over the age of 16 and, in a move blending online experience and in-store offering, customers can film their own content in creator booths located in selected Superdrug stores.

TikTok booths will be set up in four city stores, helping customers discover new products and ways to create content for their social feeds, as well as gain content to enter the #SuperShow, according to Superdrug.

Following the three weekly challenges, the most popular creators will be invited to take part in a live #SuperShow challenge, creating TikTok worthy looks at super speed.

Week one, the Super Body Challenge will launch 13 July with a booth in-store at Superdrug's Lakeside store from 13-18 July.

Week two, the Super Hair Challenge, launches 20 July (booth in-store at Rushden Lakes 20-25 July).

And week three, the Super Face Challenge, will take place from 27 July (booth in-store at Manchester 27 July to 1 August).

Finally, a Lead Up to Live Show will take place in week four with a booth in a Scotland-located store from 3-8 August.

The winner of the talent show will be celebrated with a film showcasing their best looks and highlighting the products used to create them.

The first prize winner will also receive £1,000 worth of Health & Beautycard points and the chance to create content with Superdrug for its Christmas 2022 campaign.

Five runners-up will each receive £500 worth of Health & Beautycard points.

To enter, Superdrug fans should follow @Superdrug and upload their video on TikTok.

“We are really excited about this collaboration with TikTok. At Superdrug we love a trend and thrive to be market leaders,” commented Superdrug’s Head of Marketing, Gemma Mason.

“This partnership is one of the many innovative ways we are staying ahead of digital media trends.

“Superdrug has embraced TikTok over recent years with our store teams immersing themselves in content creation and their own local accounts, so we are thrilled to have even more of a presence on the app and bring the #SuperShow talent search to our customers.”

“We believe the #SuperShow will really appeal to TikTok creators and create a buzz online within the TikTok community,” added Holly Harrison, Luxury, Fashion & Retail Brand Partnerships at TikTok.

“Working with Superdrug is an exciting collaboration, and we look forward to seeing the looks created by those who take part in the challenges.”

Recent research by TikTok found 82% of beauty and personal care purchases made after seeing something on TikTok had no prior planning and 49% bought a beauty product after seeing it on the platform.

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