Superdrug Case Study

The Client

Superdrug is the UK’s second-largest beauty and health retailer. With over 830 stores across the UK and Republic of Ireland they provide a huge range of beauty and health services and the very best in patient care. 

Superdrug stands up for what's right and are proud of their passion and commitment to social responsibility.  They know that it's their people that make them who they are, and they nurture and develop their talent across all of their teams. 

The Brief

Superdrug sought the expertise of Reflect in D&I marketing, tasking us with the creation of multiple assets to be broadcast on the Superdrug recruitment hub and across platforms such as; Indeed and Glassdoor.

The objective was that future candidates and current employees engaging with the campaign will understand that Superdrug is an inclusive employer, aligned with their own values, and where people can be themselves. 

The goal is to engage, compel, intrigue, and inspire the target audience. In order to do so we captured;

  • Personalities of the individuals

  • Work lives and teams

  • Home lives

  • Success and development

The Solution

We wanted the campaign to feel positive, authentic and showcase employees, putting them at the forefront of the campaign, outside of the workplace environment. 

We invited 16 Superdrug employees to join us in sharing their stories and experiences of working at Superdrug in 3 words. Placing Superdrug employees front and centre of the campaign, we created; 

The “Where You Can Be You” campaign

The Campaign

Placing Superdrug employees front and centre of the campaign, we created; 

  • A series of five videos for use on the site and across brand social media

  • Campaign indents

  • Motion graphics

  • Social cutdowns

  • Social media strategy

  • 200 stills images.  

Our aim was to inspire the target audience by capturing the personalities of the individuals, their work and home lives, and their success and development at Superdrug. 

We ensured our communication tone of voice aligned with Superdrug and conveyed;

  • Passion

  • Caring

  • Inspiring

  • Community feel

  • Campaign success will be measured over a 3 month period in the following employee areas;

  • Staff attrition

  • Speed of recruitment

  • Employee satisfaction  

Client Testimonial

Julie Gollop

Senior Talent Acquisition Manager

We were looking for a new Employer Brand, something to share with candidates that was representative of the inclusive, fun, inspiring place to work that Superdrug is.  We wanted to showcase and shout about all the work we do to ensure our colleagues feel they can bring their whole selves to work. 


Reflect took this brief and came to us with many ideas on how we could bring this to life including a casting call for all our colleagues to be the face of our new campaign.  They supported us through this process and then helped us select the colleagues for a 2 day shoot. 


From inception to delivery no request was too much they were clear on timescales and absolutely delivered the brief.  We couldn’t be more delighted with the results and would recommend them to any other brands looking to launch an inclusion and diversity campaign.  

Click here to view the Superdrug Hero video.