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.
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