Superdrug has announced the launch of a new beauty range, B., with a full advertising and PR plan to support the brand when it launches next month.
The creation of B. follows Superdrug’s beauty team spotting a gap in the market for a brand which approached beauty by skin type, rather than age.
Matt Walburn, Superdrug marketing director, said:“When we looked at our customer offer we realised there was a real gap in the market for a new beauty brand that guided women through their beauty choices.
“This is not a range created by our existing Own Brand team, but a stand-alone brand created by a new team who were given free reign to create something new and exciting.
“Crucially the products prove that premium quality does not have to come with a high price point, or complicated messaging.”
The cruelty free range will be available in store and online at bisforbeautiful.co.uk from February; launching with a national ‘Beautiful Moments’ pop-up tour of shopping centres during February and March.
UPDATED: Branding agency WHAM advised on the positioning, customer proposition and the creative expression of the brand, while the marketing strategy and press campaign has been created by The Marketing Store, with media planned by Zenith Optimedia.