Clubbing and partying teenage girls are the targets of new press
advertising by Superdrug to promote its range of cosmetics designed for
nights on the town.
Teenagers were shot in real situations at a nightclub in the North of
England for the advertising, produced by Bates UK, which will run in
young women’s titles.
The ads present the high street chain as the place to buy bold party
cosmetics. Aimed at 14- to 18-year-old girls, they promote Superdrug’s
Secret Weapon range of sparkly, glittery and metallic cosmetics for the
face and body.
The ads were written by Ruth Jackson and Dan Bryant, art directed by
Nick Simons and photographed by Jane Hilton. Media is being bought by
Young girls are a significant part of the market for the
Kingfisher-owned toiletries retailer and have featured in its acclaimed
’video diaries’ TV campaign, which made its debut in 1996.
Earlier this year Superdrug launched a new set of the ’do-it-yourself’
films in a pounds 1 million national initiative, part of an increased TV
commitment by the chain.
Superdrug has been moving away from its former positioning as a line and
price advertiser and taking a more aggressive stance against major
rivals such as Boots and the Body Shop.
Its strategy was devised after research showed that Superdrug’s
championing of low prices - and particularly its battles with fine
fragrance houses - struck a highly sympathetic chord with consumers.