Own Your Beauty, Shades Of You

As part of our ongoing Own Your Beauty campaign, we bring you Shades Of You, where we are launching a series of commitments that will continue to champion inclusive beauty through everything we do at Superdrug. Our pledges are built on consumer insights and research findings – a campaign built by the people, for the people. As part of our ongoing commitment to ensure we are representative of and celebrate all of our amazing customers, we’re proud to launch such a meaningful and important campaign that spotlights diversity and inclusion across health and beauty.

An evolution of our Shades Of Beauty campaign

July 2016 saw the launch of Superdrug’s #ShadesOfBeauty campaign, which was established to give a voice to women of colour, taking positive steps as a retailer to help everyone find the products they need on the high street. We commissioned an independent research focusing on the views from women of colour on high street beauty shopping. The research revealed that two thirds (70%) of black and Asian women feel the high street does not cater for their beauty needs, and over a third (36%) feel there isn’t enough guidance and advice available in high street beauty stores. To tackle this issue Superdrug launched the #ShadesofBeauty campaign. As part of the campaign introduced over 110 products on the #ShadesofBeauty microsite and launched 55 new darker toned foundations. We also held meetings with the UK’s largest makeup brands, resulting in Maybelline, L’Oreal and Revlon launching an additional 23 shades in response to our challenge.