What's Happening?
Superdrug has appointed Ateh Jewel, a beauty journalist and diversity advocate, as its first Creative Consultant for the Coils, Curls & Waves category. Jewel will guide Superdrug's strategy in textured hair care, focusing on brand identification and product curation. Her role includes leading 'Ateh's Picks,' a selection of recommended products available in-store and online, featuring Superdrug's own brand and other popular textured hair products.
Why It's Important?
Ateh Jewel's appointment highlights Superdrug's commitment to diversity and inclusion in the beauty industry, particularly in the textured hair care market. This move could enhance Superdrug's market position by attracting a broader customer base and addressing the needs of consumers with textured hair. Jewel's expertise may drive innovation and increase visibility for underrepresented brands, potentially influencing industry standards.
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