THE WHAT? UK health and beauty retailer Superdrug has collaborated with social media site TikTok to run the #SuperShow talent competition, where entrants complete three challenges inspired by products available at Superdrug.

THE DETAILS The immersive #SuperShow talent show saw Superdrug take over TikTok UK’s For You Feed on 13th July with TikTok’s premium TopView format, Branded Hashtag Challenge and new TopFeed product. 

The #SuperShow talent show will set new weekly challenges for the community, culminating in a final broadcast live on TikTok on 9th August.

As part of the collaboration Superdrug will have TikTok branding in over 800 stores across the UK and Ireland and the competition will feature the first ever Superdrug branded bespoke music track.

THE WHY? Superdrug’s Head of Marketing, Gemma Mason said: “We are really excited about this collaboration with TikTok. At Superdrug we love a trend and thrive to be market leaders. 

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

“Superdrug has embraced TikTok over recent years with our store teams immersing themselves in content creation and their own local accounts, so we are thrilled to have even more of a presence on the app and bring the #SuperShow talent search to our customers.”