Friday, 12 September 2014
Months of planning of planning and preparation came to fruition on Wednesday 10th September, as we hosted Superdrug’s autumn and winter media showcase at The Music Rooms in Mayfair, London.
Invitations to the event included real keys, as guests were invited to head down and ‘unlock’ the new season at Superdrug. Attendees on the day stepped through an actual keyhole – very game show-esque – and explore everything new and exciting that Superdrug has to offer across its own brand and exclusive product ranges.
An own brand discovery zone allowed guests to get up close and personal with the new product in skincare, hair, personal wash, beauty accessories and oralcare. Attendees were asked to let us know their current beauty favourites in the Superdrug Swap Shop. Next week we’ll be sending alternatives to highlight the breadth and quality of Superdrug own brand lines, and hoping we can secure a few converts to the brand.
Exclusive brands including I Heart Makeup, Paul’s Boutique, Make Up Revolution plus Superdrug own brands B. and Studio were given areas in which to showcase their new collections. Some zones were manned by experts, including B. ambassador and celebrity makeup artist Cassie Lomas, on hand to talk media through the ranges. These experts also presented masterclasses, demonstrating new products and sharing ways to create some of the season’s hottest beauty trends. Guest presenters included TOWIE’s Lauren Pope, talking through her Hair Rehab range.
Christmas is edging ever nearer so also offered a focus for the day, with a selection of top ten edits to cover all gifting needs – Secret Santa, stocking fillers, children and fashionistas to name a few.
The event was a great success, with guests really getting into the spirit of the Swap Shop, exploring the product ranges and engaging with the masterclasses. Roll on next year!
Posted by ZPRSoho at 02:32
Monday, 4 August 2014
Last Tuesday over 60 gorgeous beauty bloggers took to the Sanderson hotel for the GOSH AW14 launch. The venue looked amazing with vibrant colours everywhere to match the new Las Vegas eyeshadow palette and products showcased on podiums so that guests could work their way around the room to admire each product individually. Prosecco and lychee lemonade were offered as thirst quenching beverages alongside yummy miniature sweet canapes which went down a treat! Sidsel Marie Bog, GOSH international makeup artist, joined us for the evening offering makeovers which gave the guests a chance to try the new products for a new AW look. Manicurists were also on hand giving mini-manicures using new ‘5 shades of grey’ nail polishes. Guests were transported from Oxford Street to Vegas with the click of a flash in our ‘Selfie Zone’ using fun props and backdrops. There was a great energy amongst the blogger community and the twittersphere was set alight with guests tweeting even on the night. Overall a top night, can’t wait for the next one!
Posted by ZPRSoho at 08:21
Friday, 1 August 2014
This week Girls Aloud star Nicola Roberts visited Superdrug’s Westfield White City store. Looking fabulous in DKNY, the glamorous singer was there in her role as ambassador for Lil Lets, launching a competition exclusive to Superdrug. Budding singers can win afternoon tea with the star, plus practice their spotlight stealing vocals with a recording studio session for themselves and three friends.
Nicola’s visit was the latest in a series of starry store events, as Superdrug continues to champion celebrity brands and partnerships. Next week sees blogging sensations PixiWoo visiting stores in London and Cardiff, look out for more exciting celebrity tie-ins in the coming months.
Want the chance to win tea with Nicola yourself? Head to www.superdrug.com/competitions
Posted by ZPRSoho at 03:04
Thursday, 31 July 2014
ZPR helps JD Williams to set new heights for the mature fashion market with its first fashion launch at The Shard
“Mature women....ignore us at your peril. We are a force to be reckoned with.” This is the message from Lorraine Kelly who was speaking at last week’s media launch at The Shard to celebrate the launch of her partnership with JD Williams. This was our first press event for JD Williams since ZPR first came on board in April, held at the fabulously swanky Shangri-La which is balanced on The Shard’s 35th floor, and marked the start of a journey in which JD Williams and Lorraine hope to change the way the fashion industry caters for the mature consumer. Providing clothes that fit, flatter and feel comfortable for women regardless of shape, size and age might seem pretty fundamental in the year 2014, however the reality is far from this.
The numbers speak for themselves. Women over the age of 50 currently spend over £2.5 billion per season on fashion. They’re the fastest growing fashion sector, with 90% of British retailers seeing most growth from the 50 plus consumer. They contribute £300 billion to the annual UK economy, and account for half of UK income and expenditure. Yet despite all growth in fashion coming from this sector, it’s the only demographic that’s being neglected by the high street, in that the majority of fashion retailers target them with clothing designed for a younger audience. Just as an adult wouldn’t expect fashion designed for a child to fit them, the same applies to mature women fitting into clothing designed for ladies half their age.
Lorraine Kelly shows her JD Williams AW14 edit to fashion journalist Hilary Alexander
Whether you choose to call this sector Flat Agers, FAB’s or simply mature the fact is they are emerging as the most powerful consumer group. They’re embracing age with a new approach, a new energy and a new outlook, and can no longer be ignored. Just as the fashion media currently caters for different priced fashion within its audience, part of ZPR’s mission will be to ask that the fashion editors also cater for this sector by featuring clothes that have been designed to fit mature women.
Guests enjoy the view, a glass of bubbly and a browse of JD Williams’ AW14 edit (styled on Shard inspired rails no less!)
In addition to Lorraine, Angela Spindler, N Brown’s CEO, said an inspiring piece as to why retail needs to start listening to this sector. Whoever you are, or wherever you come from, the fact is that all women’s bodies will naturally change as they age. Unless retailers targeting mature women factor these changes into their designs, they will be unable to compete against those that do.
Angela Spindler, CEO N Brown Group speaking to guests on JD Williams’ journey
A huge thank you to everyone who supported the event. The coverage we received was fantastic and guests of all ages were enthralled with the evening’s discussions. With Lorraine set to lunch her first ever fashion collection for SS15, one thing we promise is the best is definitely yet to come.
A room with a view #WhereFashionFits
If you would like to know more about JD Williams’ journey, you can browse our digital AW14 look book at www.AW14JDWilliams.co.uk
Posted by ZPRSoho at 10:41
Tuesday, 8 July 2014
Friday 4th July saw Superdrug open its very first Beauty Studio by Superdrug concept store in Cardiff. The store offers a seamless combination of beauty services and products and ZPR was tasked with creating a buzz around the opening, and give the store PR support for its opening period. The PR team decamped to Cardiff to plan and host a VIP preview day offering Welsh media the chance to experience the new concept and try out a treatment with manicures, blow dries, threading and even piercing all on offer. London media were also invited to attend the store, and attend a dinner with the Superdrug team and TOWIE star and DJ Lauren Pope who officially opened the store the next morning.
Lauren opened the store by cutting not a ribbon but an extra-long blonde hair extension, entirely appropriate as she was at the store to launch her Hair Rehab collection of fabulous hair extensions. Coverage landed on the day of the opening in local media, on Retail Week online, Daily Mail online, and #BeautyStudio was trending on social media. With lots more coverage in the pipeline the PR team will continue to host press trips to the store to spread the word about this exciting new development in Superdrug’s brand evolution.
Posted by ZPRSoho at 00:30
Monday, 7 July 2014
The sun might be shining, but it’s that time of year again….Yes, Christmas has officially arrived here at ZPR HQ, as we kicked off the first of our Christmas press shows with Waitrose.
Held at Prince Philip House in Mayfair, the team welcomed over 300 journalists and bloggers to view what Christmas treats and gifts will be available this season from Waitrose. From the ultimate chocolate bar dessert from Heston, to a 3D bauble cake by Fiona Cairns, there was a sweet treat for everyone to try.
And for the Christmas centre piece, Waitrose unveiled a real cracker, in fact a Turkey Cracker which is set to grace dining tables this season. Arriving in the shape of a cracker, it’s inspired by Christmases past with a traditional fruit stuffing and wrapped in muslin to keep it from drying out.
The Waitrose Executive Chef Jonathan Moore and Karen Thomas, Head of Product Design for the home also gave guests an insight into the trends around Christmas and how the new product range has been developed, with highlights including the ‘imperfectly perfect’ square mince pies and lace inspired dinnerware.
And finally, guests ended the day enjoying a Harry Brompton’s alcoholic ice tea on the terrace in the sunshine.
Next up, it’s the Lakeland Christmas press show on the 9th July and we’ll be helping them celebrate their 50th anniversary too!
Posted by ZPRSoho at 01:22
Friday, 30 May 2014
Gear up – the Summer of Cycling is here!
ZPR ensured that the Summer of Cycling went off with a bang by hosting the first ever Halfords lifestyle press event for cycling, lifestyle, women’s and men’s press.
A retro themed event was held at the Galleria in the Royal Opera Arcade on Pall Mall. The look and feel mirrored one of those trendy bike cafes you often see Shoreditch-way. Quirky touches were added with a retro ice-cream trike and coffee cart providing endless, tasty refreshments for journos whilst they perused new season bike, accessory and wearable fitness launches.
58 journalists turned up to the event – many with their bikes, keen to benefit from the all-day bike clinic run by the Halfords We Repair team, offering them a free bike service and maintenance on-site. Whilst journos tucked into caramel icecream, pear sorbet, lattes and cappuccinos, as they lapped up the new collections, their much-loved bikes were being given lots of TLC!
The highlight for many was seeing the queen of the velodrome and nation’s sweetheart, Victoria Pendleton, and the talented and much-admired Chris Boardman. They chatted to a number of journalists in the retro café area and we even had a surprise visit from Good Morning Britain who were keen to get Victoria’s tips for children on cycling safely.
Halfords even launched an in-depth report on cycling safely at the event, highlighting the nation’s views on the much debated topic as well as revealing parents’ and Londoners’ opinions on cycle safety.
So you can see, there’s been lots going for the team this month. It’s been such a whirlwind of activity, with only a few weeks to pull off a huge event, that I’m sure we’ll all be dreaming of bikes, pedals, helmets, chains and saddles for many weeks to come!
Posted by ZPRSoho at 03:57
Wednesday, 28 May 2014
While the chinking of ice with Pimms, the aroma of British fresh strawberries and the welcome turning back of the clocks are all undeniable signs that summer is in sight, here at ZPR the only way to know the summer season is officially underway is the arrival of the Waitrose Summer Party.
This year it was held at the quintessentially British venue of Lord's Cricket Ground, to celebrate Waitrose's three-year term as official Team Sponsor of England Cricket and to say thank you to partners, suppliers and friends of the supermarket alike. While we confess to not being the most clued up on cricket (how can one game last so many days?!), we couldn't fail to be impressed by unrivalled access to the Long Room, player dressing rooms and of course views onto the pitch itself.
Upon arrival, guests were treated to a selection of gorgeous canapés, devised by Waitrose executive chef Jonathan Moore and his team, including coronation chicken scotch eggs, treacle cured salmon, white chocolate cricket bats with strawberries and cream cricket ball truffles all expertly matched with the delicious Foxhole Vineyard English Rosé.
We were privileged to be joined by the likes of Steve Jones, Alan Titchmarsh, Mary Berry and Ben Fogle. And who could forget Pippa Middleton who, along with Lisa Snowdon, wore a dress in a gorgeous shade of green, in addition to revealing a new shorter haircut.
A fab night to celebrate the best of summer - here's to a great cricket season and next stop, Christmas in July!
Posted by ZPRSoho at 04:16