Superdrug will introduce 30 Beauty Playgrounds across the UK, offering customers opportunities to explore brands, access beauty services, receive expert advice and create content during their shopping experience.

The health and beauty retailer stated this initiative forms part of its integrated offline and online strategy, designed to provide a seamless shopping experience regardless of when or how customers choose to engage.

The first Beauty Playground will open in the flagship London Westfield Stratford store, with plans to expand to locations including Manchester, Cardiff and Glasgow by 2025.

These interactive spaces will feature several key elements: "Try Me Tables" where customers can experiment with new products, alongside displays showcasing exclusive brands for discovery and testing. Dedicated social media stations with ring lights will allow content creation, while brand ambassadors will provide personalised demonstrations and advice.

For the launch, Superdrug has partnered with emerging brands such as fragrance specialist Daise, natural care brand Delihicious, and Korean inspired beauty line Smuuti.

The move comes as immersive retail experiences gain popularity in the beauty sector. Superdrug aims to meet sustained customer demand by establishing permanent, nationwide access to these innovative spaces.

Simon Comins, Superdrug's chief commercial officer, commented: "Today's beauty shoppers want immersive experiences, but often find these are either temporary or fail to reflect the latest industry innovations. With Beauty Playground, we're redefining beauty retail by creating a permanent space where customers can discover, learn, experiment and connect with brands that meet their individual needs."

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