The Edit,
Superdrug
Rewriting the beauty rulebook with exceptional retail media and bottom-line impact
The Edit has redefined what a retailer-owned media brand can achieve. With full integration of print and digital, it's a high-performance content engine delivering both inspiration and commercial impact. Since launch, we’ve distributed 2 million copies nationwide, contributing to a cross-channel reach of over 23 million.
Readers are twice as likely to purchase featured products compared to the average Superdrug shopper – and they spend 4.7 times more.
Built for beauty-lovers with buying power, The Edit has helped Superdrug reach a new, high-value audience – and scooped awards along the way. It’s smart, stylish, profitable and future-fit.
Client Need
With creative supplier partnerships and advertising, we increased engagement by seamlessly connecting the print magazine to digital shopper journeys.
What sets Superdrug’s The Edit apart from the usual in-store magazine is that we actively set out to attract a demographic that wouldn’t be perceived as the brand’s core target audience. Namely, the high-value “VIP” beauty shopper not being reached through other marketing channels. We wanted to shine a spotlight on Superdrug’s premium beauty range and exclusive products, without losing sight of commercial aims.
Creative
Every issue is crafted to be collectable, clickable and commercially sharp – positioning Superdrug as a thought leader in affordable (sometimes luxury) beauty and wellness. We’ve introduced data-driven content strategies, curated influencer collaborations and built responsive design frameworks to amplify reach online.
Agile, inventive and armed with our comes-as-standard unstoppable energy, we didn’t just create a magazine – we built a multi-channel beauty content ecosystem. The Edit fuses editorial excellence with retail savvy; blending aspirational photography, trend forecasting, expert advice and Superdrug’s iconic voice into one seamless customer experience across print and digital.
Step forward award-winning beauty journalism
That converts browsers into buyers and raises Superdrug’s editorial game to stand shoulder-to-shoulder with the glossiest of glossies. And as is the magic with content marketing, all with the unique muscle of retail media behind it.
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