Blog | 25 September 2018

River creates stunning fright-night looks for Superdrug’s omnichannel Halloween campaign

This month sees the launch of Superdrug’s Halloween campaign using the stunning looks created by River’s DARE team.

Superdrug Halloween Enchanted Mermaid look

The Enchanted Mermaid look

The four fright-night makeovers feature in the latest issue of DARE magazine, across Superdrug’s social channels and in store, illustrating how great editorial content can be tailored to work across multiple channels, including print, point of sale (POS), Instagram, Facebook, Snapchat and Pinterest. The team also created tutorials showing how to get these Halloween looks for the Superdrug YouTube channel, collaborating with YouTube influencers including Danny Defreitas and Stephanie Toms.

Jo Hoare, A.S. Watson editorial director at River, said of the 2018 campaign: ‘Superdrug has long recognised Halloween as a key calendar event for its customers and this year the challenge was to make the editorial supporting this even bigger and better. For its third Halloween campaign, DARE wanted to give readers unique and creative inspiration that was the very antithesis of the hastily drawn, sexy cat eye liner or the now ubiquitous Día de Muertos skull. In short, we wanted the looks to be nothing like anything they’d seen before and to stop them in their tracks on the page or screen.’

The Halloween campaign, created in collaboration with commercial partner Unilever, demonstrates how the teams at River and Superdrug can offer content solutions that perfectly complement editorial content without losing any value for the reader or viewer. River’s commercial and editorial teams worked with Unilever to offer an end-to-end service showcasing its products through the multiple platforms of the campaign.

As Halloween continues to be big business in the beauty sector, the campaign helps Superdrug to become the number-one destination for Halloween beauty products on the high street.

You can check out all the Halloween 2018 looks here.

Nikk Reginiano
Nikk Reginiano
Director of Marketing & Business Development

After starting her career in editorial, Nikki soon realised she best leave the writing to the experts and embarked on a career in marketing after gaining her CIM qualifications. Initially working in education, it was a love for content and publishing that bought her back into the media industry where she has worked in both marketing and publishing roles for the last 5 years. She was also once an extra in a James Bond film but sadly, she was as good at acting as she was writing.

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