Sampl partner with Superdrug to launch precision sampling for health and beauty brands

Sampl join forces with Superdrug in an exciting new sampling partnership for health and beauty brands

Brands can now run ship-to-home sampling campaigns using Superdrug's health and beauty loyalty data to power Sampl's market-leading platform. Brands can target shoppers based on purchase history, spend, and frequency, using the data from the UK's second-largest health and beauty retailer.

Superdrug has over 900 stores and a growing digital presence across app, CRM, social and web. Using real purchase data from Superdrug's loyalty programme, brands can identify customers to run sampling campaigns with, then drive them back to Superdrug to purchase.

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Why this matters for brands

Sampling already plays a key role in how beauty brands grow. It creates a direct experience with the product and helps convert interest into purchase.

Through this exclusive partnership, you can now:

• Target real shoppers, using real retailer data
  
• Deliver samples directly to their homes, without needing a purchase
  
• Include product education and messaging to guide the experience
  
• Collect verified reviews and UGC
  
• Track the impact across opt-ins, sales, and website

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How it works

The campaign always starts with a brief and a conversation on what you want to achieve. Common objectives include driving trial, building reviews, or driving footfall into Superdrug stores, particularly around key promotional or seasonal shopping periods

From there we;

1) Define the audience

We work with the Superdrug Optimo team to define and clarify the right audience for the campaign. Options include lapsed customers, new customers, category shoppers, high spenders, and repeat buyers.

2) Create and execute the media plan

Superdrug builds a media plan that aligns with the brand goals and runs it across its paid social, retail media, and CRM. We then use our SamplMatch technology to make sure the right people for the brand get into the campaign, with no duplicates or freebie hunters.

3) Ship-to-home sampling delivery

Sampl fulfils the sample for an in-home experience. We personalise the messaging and the full comms journey, from pre-sampling questions through to approval, delivery, feedback and survey.

4) Measure and generate 1P data you own

Sampl reports on the sampling data in full, then matches results back to Superdrug to report on actual sales, with the two running a joint post-campaign analysis.

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What the first campaigns delivered

‍Moschino used the partnership to launch Toy 2 Gummy and Toy 2 Yummy into Superdrug in May 2026. Samples went to Superdrug fragrance shoppers, matched to the scent each shopper picked, and a personalised email journey sent them back to Superdrug to buy the full-size fragrance.

Sales of Gummy and Yummy rose 108% on the previous 4 weeks, and total Moschino sales in Superdrug rose 61% on the same weeks the previous year.

Product page views rose 15x during the campaign week. The campaign captured 1,730 reviews at a cost per approved sample request of £0.09.

"The samples went to people who actually buy fragrance and they came and bought it. We can't wait to do it again." Becca Larkin, Omnichannel Marketing Manager, Aspects Beauty

Read the full Moschino x Superdrug case study here

Steve Madden launched with the partnership in the same period, and Q4 campaigns are in build now.

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How you can benefit

The easiest way is to book a demo. We can talk you through it.

1. Reach out to your usual retailer or Sampl contact, or email marketing[at]sampltech.com
2. Define your target audience and campaign goals
3. Finalise the product, messaging and experience
4. Launch and measure performance through Sampl’s platform
   

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Sampling built to support your Superdrug growth plans

This partnership adds another option for brands who want to connect product trial to business results. Whether you’re focused on building review volume, driving new customer trial, or improving conversion, this programme gives you the tools to make it happen.