By Thomas Hobbs

Last September, the health and beauty retailer aligned itself with perhaps the biggest vlogger of them all, Zoella, with her exclusive make-up range subsequently breaking Superdrug’s internal sales records.

And Wallburn says the tie-up with the YouTube star has had a transformative impact.

Speaking at an event previewing Superdrug’s Christmas range, Wallburn told Marketing Week: “I think what we’ve done with Zoella has shown the brand at its very best as our competitors did not react to the movement as quickly as we did.

“Identifying the vlogger trend and putting it into product form has helped to significantly boost both online and in-store Read full story ›

Source: Marketing Week