Celebrity and style weekly, Now, has signed a three-month partnership with Superdrug’s sun care brand Solait, which will sponsor Now’s Smart Girls Fake It campaign. Smart Girls Fake It kicks off with a launch party in June, followed by a campaign that will then tour four urban beaches in big cities throughout the UK to educate bathers on how to stay safe in the sun. Superdrug will offer sampling of its Solait skin protection and bronzing products on the tour. The partnership will be promoted through editorial features, advertorials and display ads in print and digitally, as well as through Now’s social media channels. In addition, Superdrug will promote the campaign in-store, to Beautycard holders and also through its customer magazine.

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