Superdrug teams up with TikTok to launch the first talent competition

// Superdrug teams up with TikTok to launch a contest
// The ‘SuperShow’ will see Superdrug take over TikTok UK’s For You Feed from July 13

Superdrug claimed to be the first health and beauty retailer to hold an in-store and online contest with a final live on TikTok.

The retailer has teamed up with entertainment platform TikTok to present a talent show where contestants take on three challenges inspired by Superdrug’s own products.

The “SuperShow” will see Superdrug take over TikTok UK’s For You Feed from July 13 with TikTok’s premium TopView format, Branded Hashtag Challenge and new product TopFeed.

SuperShow will offer new weekly challenges to the community, culminating in a final live stream on TikTok on August 9.

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Superdrug will have TikTok branded in over 800 stores across the UK and Ireland and the competition will feature Superdrug’s first-ever bespoke music track.

“We are really excited about this collaboration with TikTok. At Superdrug, we love trends and thrive to be market leaders,” said Gemma Mason, Chief Marketing Officer at Superdrug.

“This partnership is one of the many innovative ways we are using to stay ahead of digital media trends.

“Superdrug has embraced TikTok over the past few years with our store teams immersing themselves in content creation and their own local accounts, so we’re excited to have even more presence on the app and bring the search for #SuperShow talents to our customers.”

Entry into the competition is open to UK residents over the age of 16 and customers can film their own content in designer booths located in select Superdrug stores.

TikTok booths head to four key stores across the city, helping customers discover new products and ways to create content for their social feeds, as well as get content to enter the SuperShow.

After the three weekly challenges, creators will be invited to participate in a live SuperShow challenge.

The winner of the talent contest will be celebrated with a film showcasing their best looks and showcasing the products used to create them.

The first prize winner will also receive £1,000 Health & Beautycard points and the opportunity to create content with Superdrug for their Christmas 2022 campaign.

Five finalists will each receive £500 Health & Beautycard points.

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