Concept for a male inclusive shopping experience

Superdrug is one of the largest cosmetic and beauty retailers in the UK. Offering a wide range of cosmetics for men and women alike. Despite offering products for both genders research showed that the majority of male consumers did not see Superdrug as a brand that catered for them.

Our team set about creating a concept to show that Superdrug not only offered a wide range of male products but also that male consumers should feel comfortable shopping in a Superdrug outlet. We did this through the “Manssentials” campaign. We created a series of understated product designs and the creation of “Man Caves” in Superdrug stores that would invite potential male customers into the stores.

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