The brand launches online and exclusively in over 400 Superdrug stores from 23rd January, with a complete collection of skincare and makeup.
According to River, the creation of B. follows Superdrug’s beauty team spotting a gap in the market for a brand which approached beauty in a new way; a brand which offered women of all ages, guidance, inspiration, real product efficacy and innovation at an accessible price point.
Matt Walburn, Superdrug marketing director, said: “Having an accessible web and social media presence is key to the growth of the B. brand.”
“We see our website as an invaluable tool in which to communicate with our customers, as well as being a hub of beauty advice and inspiration. Social media is equally important to us, and our Facebook and Twitter pages give the B. community the chance to interact with a brand they will come to believe in. Supported by a full advertising and PR plan, B. launches with a national ‘Beautiful Moments’ pop-up tour of shopping centres during February and March. Specially trained B. Experts have also been recruited in 50 stores to help guide customers through the range which will be displayed in bespoke fixturisation and display units.”
Speaking about River’s involvement with Superdrug, Nicola Murphy, CEO of River comments: “With the on-going success of Dare in multiple channels, the launch of Bisforbeautiful.co.uk, and the new launch of beauty blog lookatme.superdrug.com the River and Superdrug partnership is producing some outstanding content for Superdrug customers.”
“High quality editorial content is a modern and effective way to build brand awareness and drive sales and our work for Superdrug is some of our very best. We are delighted to be involved and very excited about the future.”
