Superdrug opens the first Makeup Revolution shop-in-shop at its Liverpool One store today .

This new format is the first shop-in-shop from Superdrug. Housed in a prime window position, it brings together the entire Superdrug-exclusive Makeup Revolution collection in one place for the first time.

The new retail concept includes digital screens that showcase tutorials and inspiration from the brand’s ambassadors and highlight special offers and new launches.

The new format will open in a further eight Superdrug stores before the end of the year. A further 100 stores will host special Makeup Revolution #FastBeauty stands.  The installation of these has already begun, with stores including Fosse Park, Wimbledon and Croydon Centrale seeing strong sales from the new display units.

Simon Comins, Superdrug commercial director, says: “We know our customers love cosmetics, and they want to shop for their make-up in an inspiring and sleek environment. Last year we achieved a 30% share of the cosmetics market for the first time, supported by the introduction of new brands and investment into innovative merchandising. To keep up this momentum we are delighted to be able to support Makeup Revolution and offer these new brand shops in some of our busiest stores.

Adam Minto from Makeup Revolution adds: “In a rapidly changing and increasingly competitive market Makeup Revolution is the defender of the drugstore, delivering #FastBeauty to the customer who is inspired by trends and market leading innovation at accessible prices. This new bespoke retail proposition will reset the ambition as to what a mass brand can achieve through the constant pulsing of new product, showcasing the complete range, rewarding the #Revoholics with incredible limited edition gifts and always striving to be the best.”