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Gavin and Stacey star Joanna Page is to be the new face of Superdrug.
The Welsh actress will feature in radio ads and in-store promotional material, as well as starring in the retailer's first TV ad campaign for 10 years, which starts next month.
The 32-year-old was chosen to front the health and beauty chain's re-brand for her natural beauty and "down-to-earth" nature.
Market research conducted by the company showed that Page was the perfect fit for its customers, who prefer a 'colloquial' style.
Superdrug commercial director Steve Jebson said: "Joanna Page is very down to earth and is a person who people will associate with.
"Joanna brings a beautiful friendly feel to the campaign."
Superdrug, currently the UK's second largest health and beauty retailer, hopes the re-brand will attract a more upmarket clientele.
Jebson added: "Our objective is to encourage new and existing customers to take a look at Superdrug as a place to come for accessible beauty.
"Customers are looking for inspiration not aspiration. Red carpet looks do not work for our customer.
"The ads will be very brand focused not just about deals and mascaras."
Page, most famous for her role as Stacey Shipman in the BBC sitcom, is contracted with the retailer for the rest of the year.
