Safe tanning campaign fronted by Mischa Barton



Being safe in the sun continues to be the focus of our summer campaign for Superdrug – SAFE@Superdrug.

Now in its second year The SAFE (Skin Awareness For Everyone) Campaign is a charity partnership with The Institute of Cancer Research.

This year the campaign – which involves Superdrug donating a percentage of profits from the sales of its own brand Solait sun care and other beach essentials to the charity – is fronted by actress Mischa Barton. The 21-year-old star takes up the role from Cindy Crawford who was the face of SAFE@Superdrug in 2006.

Coverage generated from the campaign this summer includes a four page feature in YOU Magazine with Mischa appearing on the front cover. This was followed by a two page feature in Glamour, an exclusive interview with The Sunday Times and news coverage on the campaign in newspapers including Metro, The Mirror, The Daily Star and The Daily Express – with more to come over the summer.

Our AVE target for SAFE this summer is £1,000,000 – double our target from 2006. By the end of the summer we hope to have helped Superdrug raise £250,000 for The Institute of Cancer Research through the campaign over the past two years.