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New Beauty Studio format for Superdrug store

Superdrug has introduced a new Beauty Studio concept to its store in Fosse Park, Leicester. It opens officially today (19 January 2018).

The 232 sq m (2,500 sq ft) studio offers hairdressing for men and women, and brings together a number of services – such as a nail bar and eyebrow threading service – in one branch for the first time. MMP has designed the concept, which is situated on a mezzanine level.

Customers are greeted in a reception area, off which are open plan treatment spaces and three private rooms for services such as waxing and spray tanning. Beauty technician staff are trained across multiple services, and Superdrug has worked with beauty brands Tigi and Wahl to develop the studio.

Colours and finishes help to distinguish different areas. The nail bar is finished in white, while the barbershop has a black brick-effect finish with neon signage, for example.

Permanent menu boards on the store exterior highlight the Beauty Studio’s offer, with further bold graphics and signage running up the sweeping staircase to the mezzanine. The glass balustrade around the studio is used to further highlight the services on offer.

A number of Superdrug stores already offer beauty services, which have proved popular with customers, says the retailer’s sales operations director Jerry Walkling. Threading is offered in 280 stores, 65 branches have nail bars, 11 offer ear-piercing, and seven offer waxing. One store, in Cardiff, has a ladies hairdresser.

“This is the first time we have introduced barber services, offering haircuts, beard trimming and shaving,” says Walkling, “And the first time we have pulled all those services together in one format.”

The initiative has been driven by customer demand, adds Walkling. “Our customers are telling us this is what they want. Where we offer services, people ask for more,” he says. “Space has been an issue… but we now have 19 stores in retail parks, which do offer space.”

Superdrug has a long term strategy to offer accessible health and beauty treatments in its stores, and is conscious of trends to offer more leisure-based services within store and shopping centres.

The retailer will monitor the performance of the studio before deciding whether to roll out the format to further large stores, though Walkling confirms that individual beauty services in smaller stores perform well. “On an individual basis these services are all viable for us… bringing it all together, we believe will be viable too,” he says.