From the February, issue Dare has been re-designed to mirror Superdrug’s Take Another Look marketing message. The newly designed mini-mag targets new, existing and lapsed Superdrug customers and is distributed in-store and on the street in London, with street distribution expanding to eight major UK cities with the March issue.
Produced by River, Dare claims to be the UK’s first customer magazine to use new exciting multi-patented digital watermarking technology, bringing a whole new interactive experience to 500,000 readers across the UK.
Dare readers can now use their smart phone to scan images in the latest issue to instantly buy products from Superdrug.com, view interactive video content and get instant access to exclusive news and tips. Images have an invisible digital watermark embedded in them and readers can use the free-to-download CLIC2C application and their smart phone to interpret the digital watermark, delivering relevant content via the handset’s data connection.
Gemma Mason, Superdrug Marketing Communications Manager comments: “It’s incredibly exciting to be the first retailer to offer customers this new technology through our magazine. Our aim is to always inspire our customers by offering the latest products and everyday accessible beauty and the new look Dare is a great tool to help us achieve this.”
Nicola Murphy (pictured), River’s chief executive, says, “We’re always on the look out for the best way to match our clients with the latest technology – and this was the perfect opportunity. We’re sure a title as sassy as Dare will really benefit from these mind blowing advancements.”
