Overview
The Strategy
Focus on the vegan customer
and highlight cruelty free and vegan credentials of the retailer’s own ranges.
The Execution
Pop Up Shop Event
curate store offer
Launch Plan
Video
Media Outreach
Influencer Engagement
The Results
Sales Increase
+25% of vegan beauty products as reported in the business annual trading statement.
74m global readership
+28% increase in online searches for vegan while shop open and 74 pieces of earned editorial coverage while store open (and more since).
Reputation
Superdrug established themselves as serious about vegan products at the start of the vegan trend in the UK.
