Superdrug, the UK’s second largest beauty and health products retailer after Boots, has kicked off a national tour to promote the B. brand, which includes skincare and makeup products. The Beautiful Moments Tour, which began in Newcastle on February 15, will be making stops across the country and will culminate in Bristol in late March.
Pic.: A picture of the Beautiful Moments pop-up boutique
The 7-city tour is inviting female consumers to explore the B. Skincare and Makeup collections, try the new products and even get a free make-over with a B. makeup professional at the brand’s pop-up beauty boutiques. Consumers also can take free B. skincare samples home and discover their skin phase through a special skin diagnostic tool on-site. In addition, they can also win £200 worth of B. products.
The B. brand was launched exclusively in Superdrug stores last month. It was developed by AS Watson in partnership with branding agency WHAM from London, which “advised on the positioning, customer proposition and the creative expression of the brand.” As to the promotion, Superdrug collaborated with The Marketing Store, which created and produced The Beautiful Moments Tour and also helped develop B.’s creative look and voice, point of sale, direct marketing, press, eCRM and digital strategy. The brand’s media has been planned by Zenith Optimedia, River Publishing has developed the bisforbeautiful.co.uk website).
“The Beautiful Moments tour allows consumers to experience the B. brand in the perfect setting. Everything is on hand including expert advice, self-trial and skin diagnostics and we are excited to see our customers respond to the new brand,” commented Matt Walburn, Superdrug Marketing Director.