Superdrug freezes prices on 5,000+ beauty items
Superdrug has become the latest UK health & beauty retailer to confront the cost-of-living crisis head on. The retailer said Wednesday it will freeze the prices of 5,000 of its most popular beauty items, including big-name cosmetics brands. It also ensured that prices will not rise for the rest of the year.
Today’s announcement covers major beauty brands including Maybelline, Rimmel, Revolution, elf, NYX PMU, plus smaller and exclusive brands such as Bourjois, Revolution Pro and Juvias Place as well as newly-launched brands 3ina, Urban Decay and Milani.
The high street giant had already frozen the price of over 130 own-brand favourites across its stores “to help shoppers cope with rising inflation”.
Simon Comins, Chief Commercial Officer at Superdrug, said: “When it comes to cosmetics, our customers rely on us to bring them the newest must-have trending products. We’ve seen that consumers are finding a way to navigate the current economic climate and are looking for great value and recommendations on how to shop smarter and more cost-effectively during this time.
"By taking this next step with our price freeze we hope that our customers can purchase items that provide them with a little happiness and escapism, with the knowledge that our prices won’t change.”
Superdrug also said its latest commitment to offering customers the best value on the high street is in addition to several other cost saving initiatives already in place. These include 'Feel Good Fridays', Superdrug’s exclusive Health & Beautycard member deals, 'Star Buys', weekly market-leading prices on selected products available to all customers and 'Treat Thursdays', exclusive offers.
Superdrug also offers a guarantee whereby if customers aren't 100% happy with their Superdrug Own Brand product it will refund their money, along with a 25% discount off their next own brand purchase. In addition, the retailer has implemented several discounts to help staff, and their families, reduce everyday spending.
The major announcement from Superdrug goes to show how intense the battle for consumers’ gifting and general beauty requirements will be in the run-up to Christmas.
Last week, major rival Boots introduced a further range of price-cutting options, saying it wants to make this Christmas its “most affordable ever”. Over 50% of its seasonal gifting range (over 700 products) will be priced at £10 or under and over 70% priced at £15 or under.
In addition, Boots said its Star Gift programme “is bigger than ever before with better-than-half-price savings on bestselling brands”. A 3-for-2 gifting promotion also returns this year and includes over 1,000 lines.
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