DARE magazine sees digital expansion into app-based daily news


Superdrug’s DARE magazine has undergone an industry-leading digital overhaul just in time for summer!

The print edition of DARE, Superdrug’s hugely successful bimonthly print title, has been produced by The River Group for more than 12 years, supported by a static app and digi-mag desktop format. But the DARE Magazine app will relaunch today as an exciting new continuous publishing platform.

The new DARE Magazine app will serve daily health and beauty news and trends to the brand’s loyal readers, with a mix of features, listicles, celebrity interviews and video how-tos drawn from the print mag, supported by content from the Superdrug YouTube and blog channels.

Launching on 28 June, the new app is also fully shoppable.

Grant Spicer, Head of Customer Communication for Superdrug, said, ‘This digital move puts the wealth of our brand’s exciting content – and beauty knowledge – in the palm of customers’ hands.

‘We’re always looking for ways to innovate and improve the way our customers interact with the brand. This new rolling news app offers a seamless customer experience, taking readers from the content they love to the product they need in the swipe of a finger.’

The River Group Managing Director Jackie Garford added, ‘The new DARE Magazine app will let us refresh content every day of the week. Being able to react fast to new beauty trends, which can crop up in the time it takes to snap a selfie, will give our readers fast access to the information and products they need, whether they’re on the bus, between lessons or doing the school drop-off.’

To deliver the relaunch, The River Group has beefed up its digital team, with new group content editor Tory Frost leading the charge, supported by a full-time video manager and new video assistant Chelsea Hughes, who joins the agency from Condé Nast’s Glamour magazine.

Additional info

  • Superdrug is the first retailer to adopt the app’s host software from web developer Kaldor
  • DARE magazine’s print run is 3 million a year

You can download the app today from iTunes, Google Play and Amazon.

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