The first Superdrug Beauty Playground recently opened in the Superdrug flagship in Westfield Stratford, inviting shoppers in to discover, learn, experiment and connect with brands and services that support their needs. “The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer,” detailed Simon Comins, Superdrug’s chief commercial officer.

The joyful Beauty Playground experience includes Try Me Tables for finding new favorites, interactive displays showcasing brands, social content stations with ring lights for creating content, and on-hand experts who provide personalized advice and demonstrations.

The debut Superdrug Beauty Playground is set to be followed by 30 more across the UK, opening within the next three months.