Health and Beauty retailer Superdrug has announced a collaboration with entertainment platform TikTok to run the #SuperShow talent competition, where entrants complete three challenges inspired by products available at Superdrug.
The #SuperShow talent show will see Superdrug take over TikTok UK’s For You Feed from 13 July with TikTok’s premium TopView format, Branded Hashtag Challenge and new TopFeed product.
#SuperShow will set new weekly challenges for the community, culminating in a final broadcast live on TikTok on 9 August.
TikTok branding will appear in over 800 Superdrug stores across the UK and Ireland to promote the competition.
The move comes as the trend of discovering new beauty trends on platforms such as TikTok increases.
Recent research by TikTok found 82% of beauty and personal care purchases made after seeing something on TikTok had no prior planning and 49% bought a beauty product after seeing it on the platform.
The data also concluded that 42% of users come to the app to discover new things and 34% of users come to keep up with the latest trends.
The #Beauty hashtag has around 101 billion views on the platform.
“We are really excited about this collaboration with TikTok. At Superdrug we love a trend and thrive to be market leaders. This partnership is one of the many innovative ways we are staying ahead of digital media trends,” Superdrug’s head of marketing Gemma Mason said.
“Superdrug has embraced TikTok over recent years with our store teams immersing themselves in content creation and their own local accounts, so we are thrilled to have even more of a presence on the app and bring the #SuperShow talent search to our customers.”
TikTok head luxury, fashion, and retail brand partnerships Holly Harrison added: “We believe the #SuperShow will really appeal to TikTok creators and create a buzz online within the TikTok community.
“Working with Superdrug is an exciting collaboration, and we look forward to seeing the looks created by those who take part in the challenges.”
Entry to the competition is open to UK residents over the age of 16 and, in a move blending online experience and instore offering, customers can film their own content in creator booths located in selected Superdrug stores.
