Superdrug

Supedrug is the UK's second-largest beauty and health retailer. With over 830 stores across the UK and the Republic of Ireland and 3M app downloads, we provide a huge range of beauty and health services. Our purpose is to be the front runner for everyday beauty, through online and offline channels. With customers' shopping habits evolving year after year and priorities changing, we know that we must also constantly review how we stay true to our mission to be our customers first choice for up-to-the minute beauty and health, loved for value, choice, friendly advice, service and fun.
We believe that there is not a single standard of beauty and we would like to embrace cultural diversity helping each woman to enhance her own beauty. It's very important for our team to be able to spread this message throughout every community, via the application.
The app becomes a tool to explore new looks helping customers to feel comfortable with their beauty. For example, through the AR tool “Virtual Hair Coloring" it is possible to look at yourself with another hair color, from natural shades to blue. This feature and the “Virtual Makeup" have both been implemented ensuring the same quality of experience for each ethnicity, as well as offering a variety of looks able to satisfy any wish.
In the last months, these features have proved to be incredibly useful also in addressing the current socio-cultural period, with the restrictions due to the pandemic. We were able to guarantee the same experience available in stores, where customers usually try the products before purchasing.
Moreover we have always tried to go one step further and another important milestone was to make the application available also for the visually impaired, using voice assisted technology.
Winning this award for us would mean taking a step forward towards this new concept of beauty, accessible to all and designed for everyone.