Superdrug looks to add new beauty products to its range, launches beauty banks and rolls out in-store breast cancer consultations.
Seeking new beauty brands
Superdrug has announced its plans to host it Open House event again this year, which invites new beauty brands to meet the retailer's senior buying team.
The event will take place in May at its head office in Croydon.
The purpose behind the event being its ambition to boost its beauty product portfolio, in line with its priority to 'be the best in everyday accessible beauty'. As part of the event, a chosen beauty brand could receive a support package worth £100,000.
The package will also include a personalised plan co-created by the supplier and Superdrug's marketing team which may include features in DARE Magazine, promotion via Superdrug's social media channels, in-store promotion, CRM, in-store media support for example digital screen POS and launch features on store radio.
Superdrug has stated a particular interest in brands that are halal certified or brands that address eco-concerns. Simon Comins, Superdrug commercial director, comments: "We want to see brands from people that know their customer, care about the planet, are looking to spread the word about their passions and have products that will make us go wow.”
Giving back: Beauty Banks
Superdrug has teamed with Beauty Banks, a non-profit organisation that collects and redistributes personal care items to those in hygiene poverty in the locality of that store.
The retailer has launched Beauty Bank drop points at a selection of its stores.
Shoppers simply need to purchase an item from the wish list displayed on the Bank and deposit it on their way out. Items on the wish list include shampoo, deodorant, soap, toothpaste and razors.
This is a simple but effective strategy to encourage shoppers to give back and make a difference to local communities.
Leading in services: breast cancer consultations
Superdrug has partnered with breast cancer awareness charity CoppaFeel! to launch in-store breast checking consultations.
The launch follows research conducted by Superdrug which found that 82% survey participants didn’t feel comfortable talking about any changes in their breasts.
The move is designed to reduce this level of discomfort and promote awareness amongst young people to improve rates of early diagnosis.
The services were made available on 20th March in 56 of its store health clinics nationwide. The retailer hopes the new service will support over 100,00 women in its first year.
Shoppers are simply required to pre-book an appointment, before heading to the store to speak to a trained nurse about how to carry out examinations and recognise symptoms.
The move aligns with other developments we're seeing in this space, both in the UK and internationally. For example, Boots recently launched in-home health test kits, supporting customers in finding new ways to feel in control of their health and wellbeing.
In a similar move, US-based Walgreens is expanding its service offer, finding new ways to bring shoppers into stores and foster loyalty through services.
Want to know more?
Retail Analysis subscribers can read and download our latest insight on Drugstores here.