Superdrug has launched a new own-label skincare range developed for women experiencing changes in their skin related to the menopause.
The B. Menopause range includes four products – a Comforting Sleep Cream, Hydrating Day Cream, Firming Serum, and Hydrating Eye Cream. The collection contains active ingredients and is formulated with peptide technology that is claimed to give skin the boost it needs to produce collagen and elastin for a “youthful glow”.
Shona Bear, Quality and Technical Manager at Superdrug, said: “The new range has been designed with our customer in mind. We believe that great skincare during menopause should be within everyone’s reach – there’s no need to spend hundreds of pounds.
“We have done extensive research to find the right active ingredients to support skin changes at this time. We want to normalise menopause as a stage in life like any other, to remove the stigma and give simple, clear information – same you, slightly different skin, that’s all.”
The range went on sale in stores and online this week, priced from £13.99 to £16.99.
Superdrug has drafted in menopause wellness practitioner and TikTok influencer, Kate Beavis, to help promote the range.
NAM Implications:
- Superdrug are entering a very crowded ‘niche’ here.
- Not only do women over the age of 40 have a specific set of needs…
- …but they also have serious spending power.
- Anticipate a big response by branded rivals…
- …if this Superdrug even begins to look like consumers are responding.
