By Alessandro Carrara
A new co-produced campaign will include a work programme with employment options across Superdrug’s business
The partnership expands on Superdrug’s Shades Of You campaign
Superdrug has partnered with charity Milk Honey Bees to create a new campaign to mentor young black girls.
The co-produced project will support black girls and women as they move from school into further education or the workplace, providing them with social, employment and life skills.
This includes a work programme with employment options across the A.S. Watson-owned retailer’s business, from the shop floor to head office roles.
Superdrug will invest in Milk Honey Bees network of shelters, schools and hostels by donating inclusive personal care and beauty items.
An upcoming autumn product range has also been teased by the budget retailer, which will be trialled by Milk Honey Bees before coming to market.
Founded by Ebinehita Iyere in 2017, the charity is described as a “creative and expressive” safe space for black girls.
“We are so excited to be partnering with Superdrug,” said Iyere. “It means so much on a personal and professional level.
“It gives Milk Honey Bees and black girls the opportunity and platform to learn and grow with the Superdrug network through employment and social action.”
The partnership expands on Superdrug’s Shades Of You campaign which launched in 2021.
This saw the retailer launch five new black-owned brands to market, including Nylah’s Naturals, Afrocenchix and Juvia’s Place.
Superdrug said the partnership with Milk Honey Bees is the next step in its journey to “bring real change to the beauty industry”.
“We are proud to be partnering with such an important organisation who are making real change in their local communities,” added Superdrug’s Chief Commercial Officer, Simon Comins.
“We hope that through this partnership, we will be able to support Ebinehita in the essential work she is doing, as well as ensuring young black and mixed heritage girls have access to training and skill building within the Superdrug network.”