The River team tasked with creating a new customer magazine focused on O + O content, to support the complete Superdrug ecosystem.
Returning to print to recognise the high-value beauty shopper who may not be reached through existing marketing channels.
The Edit acts as a crucial platform between Superdrug, suppliers and consumers.
The Strategy
Each issue of The Edit will deliver a strong product focus and showcases key category NPDs and Innovations.
The Edit magazine and evolved YouTube format brings to life Superdrug’s vision of everyday accessible beauty, increases customer loyalty and builds that Superdrug Feeling across our entire ecosystem.
The Creative
The Edit a quarterly beauty and wellbeing magazine, delivering inspiring content exclusively for Superdrug’s customers.
The magazine is available in stores with video used across YouTube and the social channels (eg Instagram and TikTok) to optimise reach and keep conversation with customers going.
It utilises and showcases cover stars and their stories.
