Superdrug

The Edit

“They are just an amazing agency to work with.”

Simon Comins - Chief Commercial Officer

2.82M

YouTube views of The Edit videos

73,642

Average views per Edit video

1M

Magazines distributed worldwide

74%

Average vie through rate

Over 16M

Total cross channel reach

THE RESULTS

The Brief

River was tasked with creating a new customer magazine focused on O + O content, to support the complete Superdrug ecosystem. Returning to print to recognise the high-value beauty shopper who may not be reached through existing marketing channels, The Edit acts as a crucial platform between Superdrug, suppliers
and consumers.

The Strategy

Each issue of The Edit will deliver a strong product focus and showcases key category NPDs and innovations. The Edit magazine and evolved YouTube format brings to life Superdrug’s vision of everyday accessible beauty, increases customer loyalty and builds that Superdrug Feeling across our entire ecosystem.

Superdrug_The Edit_Issue 6 - Thumbnails v2_Thumbnail 1 - Interview - Jackie (3).png

The Creative

The Edit: a quarterly beauty and wellbeing magazine delivering inspiring content exclusively for Superdrug customers. The magazine is available in stores, with video used across YouTube and the social channels (eg Instagram and TikTok) to optimise reach and keep the conversation going. It utilises and showcases cover stars and their stories.