Superdrug has announced the launch of its new ‘Shop Smart’ campaign in partnership with poverty campaigner and activist Jack Monroe, helping its customers navigate the growing cost of living crisis.
The health & beauty retailer pointed to research that found 80% of Superdrug customers admitting the need to switch to cheaper brands. As a result, the retailer is adding a further 30 products to its recent Price Freeze Promise – a commitment to freeze the prices of 130 everyday essential items across personal care, beauty and healthcare for at least a year.
The Shop Smart campaign aims to help its customers understand how to keep costs down across their beauty and personal care routines amid rising levels of hygiene poverty. Superdrug and Monroe plan to make sure people have access to the basic dignities in life through a number of initiatives and offers.
Monroe said: “There’s been a lot of discussion recently around soaring energy costs and rising food bills, and the cost of toiletries and personal care essentials are also rising steeply, which leaves many people unable to afford the basics needed for personal health hygiene and dignity.
“It’s embarrassing to not be able to afford things that others might take for granted, like soap, tampons, deodorant, toothpaste, shampoo, and hygiene poverty is fast becoming a hidden impact of the Cost of Living crisis. That’s why the work Superdrug is doing here is so needed, and I hope that by sharing some ‘Shop Smart’ tips together, we can help in some small way.”
Superdrug is also supporting its staff through the cost of living crisis with a series of employee initiatives alongside existing product discounts.
Simon Comins, Chief Commercial Officer at Superdrug said: “Superdrug’s vision has always been to make health and beauty accessible to all. With rising cost of living, we wanted to act quickly to ensure our colleagues are well looked after and our customers well supported.
“We don’t believe shoppers should have to compromise when it comes to their health and beauty purchases, so our Price Freeze Promise is committed for a year on 130 own brand essential items. Despite the rising cost of goods, we also remain committed to offering all of our customers discounted Star Buys and our Health and Beautycard users, member-only pricing.”
As a result of its four-year charity partnership with Beauty Banks, Superdrug has over 100 donation bins across its stores nationwide. This month the retailer is also introducing a ‘Buy One, Bank One’ scheme to help increase product donations to meet increased demand.
NAM Implications:
- A pointer for all…
