Superdrug has launched its latest retail concept, Beauty Playground, at the Manchester Trafford Centre, marking the next step in a 30-store national rollout set to complete by August 2025. The initiative follows the debut opening in Westfield Stratford earlier this month and reflects the retailer’s commitment to enhancing in-store experiences across the UK.
The Beauty Playground concept introduces a reimagined retail environment that combines traditional shopping with hands-on interaction and digital content creation. Set within Superdrug’s Trafford Centre location, the concept is designed to serve as a hub for exploration, featuring a mix of popular and emerging brands, services, and digital features.
Simon Comins, Chief Commercial Officer at Superdrug, said:
“The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer.
“With Beauty Playground, we’re reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs.
“But most of all, at Superdrug we believe beauty should be fun, so we can’t wait to welcome customers to their nearest Beauty Playground store, where they can experience and enjoy Superdrug like never before.”
The store features interactive fixtures, ‘Try Me Tables’ for product testing, and social media stations equipped with ring lights for content creation. Brand ambassadors are present to provide tailored advice and demonstrations. The initiative also aligns with Superdrug’s O+O (Offline plus Online) strategy, reinforcing a blended approach to customer engagement.
In its rollout, Superdrug is partnering with a series of new and exclusive brands including Daise, a fragrance and body care line known for its mood-responsive products; Delihicious, a skin and hair care brand offering natural solutions; and Smuuti, a Korean-inspired brand that has gained traction on TikTok.
Jaimee Lupton, co-founder of Daise, commented:
“Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences. We see this as an exciting extension of the in-store experience for the beauty savvy shopper, and it’s something we’re thrilled to be part of.”
Further locations confirmed to feature the Beauty Playground concept include Glasgow Braehead and Cardiff St Davids, each selected for their high customer footfall and relevance as beauty destinations. The retailer aims to provide a consistent, innovative experience to customers throughout the UK with a permanent beauty-focused zone integrated into their local Superdrug store.
Beauty Playground builds on the success of the company’s annual event, Superdrug Presents, which has received praise from customers for its engaging and accessible layout. Unlike temporary pop-ups, the Beauty Playground is designed as a lasting part of Superdrug’s physical store format.
The concept responds to increasing consumer demand for hybrid retail models that blend shopping, education, and content generation. By incorporating these features into permanent stores, Superdrug hopes to maintain customer engagement and meet evolving beauty industry expectations.
