← Canesten x MUA: Expanding reach through collaboration
Health and Beauty
We love it when brands collaborate, joining forces from different industries gives a bigger bolder voice, especially when it comes to social stereotypes and stigma surrounding our bodies.
In an empowering move to de-stigmatise intimate health and celebrate real beauty, Canesten has teamed up with Make Up Academy (MUA) in Superdrug to launch the ‘Let’s Talk…’ campaign. An initiative that aims to promote shame-free education on intimate health while raising awareness of Canesten’s free online resource, ‘The Truth Undressed.’ Brands collaborating from contrasting industries can attract new audiences by merging their unique strengths and expanding their reach beyond their traditional markets. This cross-industry partnership offers fresh, unexpected activations that can pique the interest of diverse consumer groups.
Why it works?
Appealing to the youth consumer
We were proud to support Canesten x MUA in the delivery of this campaign across over 400 Superdrug stores, from design through to production and delivery into store. Our creative approach drew inspiration from beauty rather than pharmacy, ensuring the displays were vibrant and engaging, attracting the attention of Superdrug shoppers in-store.
Attracting a new audience
The campaign’s nationwide rollout across Superdrug stores places Canesten and MUA product displays within the beauty category, providing instant access to informational materials about the ‘Let’s Talk…’ campaign. This visibility ensures that the message reaches a broad audience, spreading the word of intimate health outside of healthcare into the beauty aisles. Combining health and beauty products together onto one display in-store not only increases visibility, but makes it more convenient for shoppers, helping remove barriers and stigma whilst shopping intimate health products.
Building the buzz
Limited edition make up products such as MUA’s cult ‘OG’ palette have made an exclusive return for the launch, driving conversation on social whilst amplifying campaign reach. The free mirror giveaway on all purchases over £8 helps drive basket spend, giving shoppers a reason to stock up whilst stocks last.
Educational Content
Central to the campaign is ‘The Truth, Undressed,’ Canesten’s free online resource that provides comprehensive information on intimate health. Prominent QR codes on in-store POS across FSDU displays and blips, take shoppers directly to the platform, offering medically backed advice and practical tips aimed at educating and empowering female shoppers.
The Canesten x MUA collaboration in Superdrug, through the ‘Let’s Talk…’ campaign, is a powerful example of how brands can unite to make a positive impact. By challenging product positioning in-store, this partnership not only benefits consumers by providing them with valuable resources but also sets a precedent for other brands to follow in promoting health and wellness alongside beauty.
