Life in Full Colour
SUPERDRUG
In a fast-evolving health and beauty landscape, where consumer expectations are shaped as much by cultural values as by product innovation, retailers are increasingly expected to stand for more than just price and convenience. For Superdrug, one of the UK’s leading health and beauty retailers, the opportunity was clear: to define a customer promise that could unify their broad offer, resonate with an ever-diversifying audience, and reflect the vibrant, inclusive spirit of the brand.
In 2018, I developed a strategic proposal for a new customer promise—one that would express not just what the business offers, but why it matters in the lives of millions of customers. The ambition was to move beyond functional messaging and propose an emotional proposition that could inspire customer experience, marketing, and internal culture alike.
The proposed solution was Life in Full Colour—a bold articulation of Superdrug’s belief that life should be lived richly, confidently, and on one’s own terms. Drawing on the insight that beauty and wellbeing are deeply personal, diverse and dynamic, I framed a promise that celebrated individual expression and empowered customers to get the most out of every facet of their lives.
The proposal brought together several key themes: enabling self-expression through choice and accessibility; championing unbeatable value to democratise beauty and wellbeing; and encouraging customers to embrace life’s full spectrum—whether through small moments of self-care, bold makeovers, social connection, or everyday adventures.
By weaving these principles into a single, cohesive narrative, the customer promise proposal provided clarity and inspiration not just for customer-facing activity but also for colleagues and partners across the business. It offered a strategic foundation to help align Superdrug’s evolving offer with the aspirations of a modern, multifaceted customer base.
STRATEGY | PROPOSITION DESIGN | CUSTOMER EXPERIENCE
Agency: Cherry London | Work: Pitch Only
