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How Superdrug Engages Their Beauty Community for Advice, UGC & Insights

Of customer questions answered every month
Engaged Community Members in 6 months
Conversion increase for community members

About Superdrug

Superdrug is one of the biggest beauty and skincare retailers in the UK with over 800 stores and 10 Million monthly visitors on their online shop.

With the goal of turning their ecomm site into the #1 online beauty destination, Superdrug partnered with TokyWoky in mid 2019 to launch a community platform on their online store.

A few months later, they had over 6,000 engaged customers and won Best Community Hub at the 2020 Glossy Beauty Awards.

Brand Community Goals

  • Turn into the #1 UK destination for beauty inspiration and shopping
  • Generate authentic reviews and UGC on own brand products
  • Drive continuous community insights that inform the entire company

The Superdrug Community in 3 steps

The Superdrug Brand Community is powered by gamification, mission and rewards

The Superdrug Beauty Community is a gamified community space, fully integrated with Superdrug’s online store.

The platform took about 2 months to design and launch.

The Superdrug Brand Community generates UGC content on the community platform

Community members talk about beauty and skincare in discussion groups.

They post beauty looks, test products and participate in challenges.

A project manager spends 4-6 hours/week managing the community.

Superdrug Brand Community answers shopper questions and generates customer insights

Superdrug’s community answers 1,000s of questions from online shoppers every month.

Visitors get inspiration and advice while shopping. Superdrug gets valuable customer insights every month on top questions, trends, favourite products and more.

What Superdrug Loves About Their Community

Customer Testimonial from Superdrug on the TokyWoky Brand Community

Brand Community Results

  • 6000+ active members on the Superdrug brand community
  • 1,000s of customer questions answered every month by the community
  • 60% conversion uplift after community interaction
  • +5.6% AOV uplift for shoppers who engage with the community
  • +31% time spent on Superdrug’s online store for shoppers who go on the community
  • Won Best Community Hub and Best Customer Insights Strategy in 2020 and 2021
* Results gathered by Superdrug in the first 6 months after going live.

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More community resources

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Community use case
Preview of the Monki brand community use case
How Superdrug generates 100s of UGC per month
Glossy Awards
Brand Community 101
How to get started with your community project
How to build your brand community
Calculate your community ROI
Build your community business case
Calculate the ROI of your brand community
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