Thursday, 27 November 2014

#Unlockaw14 – Christmas Blogger Evening at Superdrug

As Christmas creeps ever closer, finding that perfect gift is on everyone’s to do list. Last Tuesday we invited a few of our favourite beauty bloggers to Superdrug’s Marble Arch store for an exclusive shopping eveningoffering a taster of what Superdrug has to offer this year.

In keeping with all things Christmassy, guests were greeted by the ZPR team wearing their best festive headgear for the occasion.

With help from beauty specialists they had the opportunity to discover Superdrug’s exclusive brands, gifts sets and stocking fillers.

The bloggers were set a challenge: use the pre-loaded £20 gift card provided and tick off as many gifts from their shopping lists as possible. With personalised pink Christmas stockings in which to collect their gifts, our guests embraced the challenge with gusto, finding presents for teens to grandparents and everything in between.

Having hit their target of £20 our guests were asked to share their haul on their social channels, with the blogger who managed to tick off most on their shopping list winning the designer fragrance kit of their choice.

After hitting the high street, we gave our guests a bag of Superdug’s finest bath time goodies to take home and chill out with.

The event was a great success, and we’re looking forward to replicating the event with bloggers in other cities around the UK in the run up to Christmas.

Friday, 14 November 2014

All aboard the St Asthore!

It’s not every day you get to travel to Cornwall for work but a couple of weeks ago, I made the five hour journey to Newlyn, near Penzance, to join a team of Cornish fishermen who have been supplying Waitrose with sardines for 10 years. The reason? After decades in the doldrums, the popularity of Cornish sardines is on the rise, with sales rising by a fifth at Waitrose, so I was travelling with a journalist from the Independent on Sunday to give them a behind-the-scenes look at how these delicious fish are caught. 

We met Jeremy, the Waitrose fisheries and aquaculture manager, at the harbour, just as the sun was setting and were given a briefing by fisherman, Peter Bullock and then – it was time to set sail! 

Sardine fishing can take between two and seven hours so there was a certain amount of excitement met with trepidation as we set off! Peter explained that the reason we had to fish at night was because that’s when the slippery, six-inch fish congregate off the coast in vast shoals. After about an hour of being on the water, it was suddenly all actions go as Peter frantically abandoned the cockpit and, alongside his two colleagues, brought in a catch of around four tonnes, after 45 minutes of intense hauling of the net. The beautifully luminescent sardines were then taken back to shore and packed with ice. Within two days, they’d then be in Waitrose branches around the country – ethically sourced, high-quality fish that can be traced exactly to a single fishery. 

It was then back to solid ground for a meal in a local restaurant (with a main of local fish, of course) and then, back to my hotel – safe to say after all that sea air, I slept well!

Friday, 12 September 2014

#UnlockAW14 at Superdrug

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!

Monday, 4 August 2014

GOSH AW14 Launch- The Sanderson Hotel

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!

Friday, 1 August 2014

The Sound of Superdrug

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.
Fans waited patiently outside the store for Nicola’s arrival, who after meeting the store team spent time chatting with her aficionados, signing autographs and posing with them for selfies. Before they left fans were given goody bags packed with Superdrug own brand and Lil Lets goodies before they left the store, a small reminder of their day meeting their idol.

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

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.  

Lorraine Kelly speaking to the fashion media at JD Williams’ media launch at The Shard


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

Tuesday, 8 July 2014

Beauty Studio by Superdrug comes to Cardiff

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.

Monday, 7 July 2014

Christmas kicked off in style

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!