Superdrug's New Drive
Superdrug launches its Beauty Inside & Out Bus

United Kingdom (7 Sep 2005)

Superdrug hits the road with a new marketing drive. This September, the London Fashion Week official sponsor is launching its Beauty Inside & Out Bus, a double decker homage to all things glamorous, beautiful and fashionable.

This classic double decker bus has been rescued from London Transport and refurbished to the highest specification to offer a mobile pampering parlour and beauty bus. The head-turning bus will be seen on the streets of London during London Fashion Week and the Everyone's London Festival, offering fashionable folk a glass of chilled champagne and make-overs on the move in a sumptuous environment more Bond Street than high street.

The bus will be staffed by specially trained Superdrug Beauty Specialists and expert make-up artists and manicurists. Designed to fit in with this season's key fashion trends, the bus echoes the styles in Superdrug's new fashion jewellery and accessories brand True Spirit:

  		• Passengers will enter the bus through a custom made pom pom curtain in shades of deep purple, damson and raspberry
  		• Sprayed in a custom colour wash based on two nail varnish colours from Superdrug's exclusive Me Me Me cosmetics range launching this month, grading from a deep metallic purple at the rear to a rich raspberry at the front, with silver glitter Superdrug logo
  		• Original ding-ding bell pull replaced with a deep damson ribbon and tasseled bell pulls from VV Rouleaux
  		• Mirrored smoked windows, and a mirrored bar with concealed mood lighting, along with plasma screen and integral music and entertainment system
  		• Chrome hubcaps encrusted with Swaroski crystal, stars and glitter
  		• Original bus seating reupholstered in deep aubergine leather and cowhide and replaced to create self-contained beauty stations
  		• Sleek black crocodile skin effect floor with floor level lighting More

    Gerry Murphy, Superdrug's Marketing Director said: "Our Beauty Inside & Out Bus offers us the perfect marketing vehicle this winter. Allowing us to get closer to our customers in style, it's on-trend and fashionable like our True Spirit brand, and allows us to maximize the reach of our sponsorship of London Fashion Week."

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    For further information and product samples please contact Katie Hayes or Jenny Hill at ZPR on 01423 565533 or e-mail superdrug@z-pr.com

      Notes to editors' :
     
       
  		• The bus will appear this autumn at :
    - London Fashion Week, Natural History Museum, 18th to 21st September
    - London Fashion Weekend, Natural History Museum, 22nd to 25th September
    - Everyone's London Festival, Oxford Street, 2 nd October
     
     
  		• Superdrug is the United Kingdom's second-largest Health & Beauty retail chain, attracting more than seven million customers to its stores during the Christmas season alone. The successful Superdrug formula is attributed to its commitment in maintaining an extensive range of its own well-recognised and high quality brands. Superdrug currently operates 700 stores in England, Scotland, Wales and Northern Ireland.
     
     
  		• Superdrug is one of the health & beauty retail brands from the A.S. Watson Group (ASW) family. With a history dating back to 1828, ASW has evolved into an international retail and manufacturing business with operations in 31 markets worldwide.
       
     
  		• The AS Watson Group operates over 6,200 retail stores running from health and beauty, luxury perfumeries and cosmetics to food, electronics, fine wine and airport retail arms.