About the Customer
Superdrug is one of the UK’s leading health and beauty retailers, operating an extensive store network and managing a broad portfolio of own-label and partner brands. The Skincare category is a core part of their offer, requiring constant evolution to reflect trends, brand launches and changing shopper expectations.
What We Solved
Superdrug needed a future-proof Skincare solution that would:
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Create a clear and engaging Skincare destination in store.
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Allow easy introduction of new brands and flexible space allocation.
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Work seamlessly with existing gondola fixtures.
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Deliver strong visual impact while remaining commercially viable and durable.
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Be suitable for rollout across a large number of stores.
The challenge was to balance design, flexibility, longevity and ease of installation within a busy health and beauty retail environment.
How We Did It
We designed and delivered a modular, interchangeable retail display system that enhances the category experience while fitting directly onto Superdrug’s existing equipment.
A floating frame concept mounted on adjustable brackets allows the new fixture elements to be retrofitted onto multiple gondola formats, ensuring consistent installation across different store layouts. Illuminated, double-faced shelf fronts provide a new communication space for pricing, product names and promotional messaging, while illuminated bay dividers clearly segment brands and the overall category.
Interchangeable coloured gels within the dividers enable quick brand updates and visual differentiation without replacing the core structure. Integrated lifestyle imagery, digital screens and header elements further support shopper navigation and education.
Material selection focused on robustness and longevity, with a predominantly steel structure for strength and future recyclability, combined with lightweight plastics to deliver a clean, premium aesthetic and allow easy replacement of backlit graphics.
What We Achieved
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A fully flexible and future-proof Skincare system.
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Enhanced shopper navigation and product understanding.
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Increased category visibility and standout through lighting and structure.
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A solution designed for efficient rollout, with installation planned across 300 UK stores.
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Reduced disruption and cost by retrofitting to existing fixtures.
The result is a Skincare destination that is visually strong, commercially effective and easy to adapt as the category evolves.
Customer Feedback
The new Skincare system has enabled Superdrug to refresh the category efficiently while improving the overall shopping experience. The flexibility of the design allows for regular brand updates, new product launches and range reviews without the need for major refits, supporting both operational efficiency and long-term value.
How Can We Help?
We help retailers transform categories through modular, scalable and future-ready retail solutions. From concept and creative design through to manufacturing, logistics and installation, our end-to-end approach ensures projects are delivered seamlessly, on time and with measurable impact in store.
Contact us today to discuss how we can transform your retail environment.
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