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Jan 18, 2018
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Superdrug festive growth gets boost from beauty calendars and brow kits

Published
Jan 18, 2018

Superdrug’s latest financial results reveal beauty addicts have moved on from last year’s contouring
craze in favour of highlighters and brow kits.


Superdrug


The health and beauty retailer said sales increased by 2.4% on a like-for-like basis in the four weeks to 30 December, driven by the selfie generation’s continued interest in long-lasting, Instagram-worthy beauty products.

Beauty advent calendars were key, with a range of exclusive products selling out in September, as well as highlighters and brow kits. Sales of setting sprays were up a third during the period as customers emulated Kim Kardashian’s famous 50 step makeup routine.

Online sales were up 30%, supported by Superdrug’s convenient click and collect service and the launch of online sites in Sweden, Denmark and Finland.

IN-STORE BEAUTY SERVICES

Superdrug’s enhanced beauty services proposition continued to grow and in December customers could visit several stores for brow and lash treatments, manicures and waxing. On 19 January, a new Superdrug store will open in Fosse Park with a full floor dedicated to services, including a hairdressing salon and a barber shop.

Peter Macnab CEO AS Watson, Health & Beauty UK, said the retailer traded “well” during the festive period. 

“Our continued focus on price, promotions and exclusive products gave customers more reason to visit our stores at the same time as offering them the beauty treatments such as gel nails and lash application from our Beauty Studio zones,” he commented.

“Adding this extra level of service is something we’ll be building on over the next year and our new concept store opening in Fosse Park tomorrow is just the start.”

The new Fosse Park site will join 12 new stores opened by the beauty retailer in December, including two new stores in the Republic of Ireland and three in the new Retail Park format. The business has now more than 804 stores.

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