ZPR spread its wings last week as the Superdrug team flew to Stockholm for its first international event.



Following the launch of Superdrug’s international shipping to Sweden, Denmark and Finland in late 2017, plans were put in place for a press dinner to introduce a selection of key contacts to the brand and Tuesday 22nd saw Superdrug’s Commercial Director Simon Comins, Head of Customer Experience Gemma Mason and Head of Ecommerce James Ashworth welcoming 15 Swedish beauty editors, bloggers, influencers and make-up artists to dinner at the capital’s opera house restaurant. Guests were greeted with a display of hero product, including bestsellers from the B. makeup and skincare collections as well as products from ranges including Solait bronzing and suncare, Layering Labs, Argan Hair Therapy, Optimum Phytoenergise and Vitamin C.

The opportunity provided an invaluable insight into the Swedish beauty and retail market as well as an introduction to the Swedish media landscape. Attendees included the editor of one of the country’s largest beauty titles, the beauty editor from Sweden’s biggest LGBT magazine and the health and beauty reporter from a best-selling national newspaper, amongst others. The feedback was unanimous; Sweden needs a drugstore-level health & beauty retailer like Superdrug. Could a pop up shop be next?