Superdrug opened a pop-up store on Friday and Saturday called SuperSwaps to celebrate a “landmark” £20m investment in its own-brand product innovation over the last five years.
Located in London’s Cavendish Square, the event gave shoppers the chance to save on a typical basket of ten products by swapping premium beauty lines for Superdrug’s own-brand alternatives.
The outlet featured four departments – Skincare, Cosmetics, Fragrance, and Toiletries – with shoppers able to explore Superdrug’s various own-brand ranges, including Me+, B., Artiscent and Studio London. Guests also received free product samples and a goody bag worth £25 when they bought three or more products.
Simon Comins, Chief Commercial Officer at Superdrug, said at the launch: “At a time when shoppers are more knowledgeable and price-conscious than ever before, we’re inviting beauty lovers to come and explore the latest trending collections that deliver on quality, ingredients and performance, but without the premium price point. We’re appealing to the next generation of informed and savvy shoppers.
“The launch of SuperSwaps reflects our ongoing commitment to redefining value in beauty retail and giving our customers incredible own-brand products. We can see that consumers want real results, smart formulas, and products that align with their lifestyle and values. That’s exactly what our own-brand innovation delivers.”
Jamie Archer, Own Brand Director at Superdrug, added: “Our customers do their research, follow beauty experts on socials, and know exactly what ingredients to look for. From hyaluronic acid to niacinamide, they’re seeking high-quality formulations that deliver real results.
“Our message to them is simple, ‘spend less and expect more’. We believe looking and feeling good shouldn’t come with a hefty price tag, and we’re proud to offer affordable alternatives that are accessible for everyone. We’re challenging the status quo and repositioning affordable beauty as a smart, confident choice.”
NAM Implications:
- Clearly, a direct appeal to savvy consumers who are ‘feeling the pinch’ of increasing cost pressures in uncertain markets.
- And in the process, Superdrug are seeking to optimise the potential advantage of categories where the size of ‘brand premia’ is perhaps causing cash-strapped brand-loyals to consider a switch to own-label equivalents.
- All now depends on how much of a compromise consumers feel they are making in practice…
