#ShadesOfBeauty Campaign

In 2016, Superdrug launched the #ShadesOfBeauty campaign to give voice to women of colour and help them find products on the high street. A number of activities have since been rolled out, including signing TV presenter June Sarpong as ambassador and tweaking the #ShadesOfBeauty microsite to make it easier for black and Asian women to find products. A year on, Superdrug has introduced over 110 products on the microsite, launched 55 new foundations and offers 80 specialist hair products. For 2018, the campaign plans to include the haircare range in all stores, and explore grooming ranges for men too.