Superdrug: 60 second round-up

Date : 27 August 2019

Superdrug promotes exclusive CBD products, expands its Shades of Beauty initiative and presents its advent calendar range ahead of Christmas 2019.

Superdrug promotes exclusive CBD products

Superdrug is promoting its range of CBD products through its Sunday Edit blog post. The retailer has taken an active approach at educating shoppers as to what CBD is and the benefits it can provide through online posts.

The retailer first launched its ‘Cannabis-based beauty: everything you need to know about CBD oil’ guide in November 2018. Reducing shopper confusion around the topic is a great way to drive sales.

The health and beauty specialist uses its blogs to promote branded CBD products, particularly exclusive ranges such as Revolution and NYX. The move is timely and well aligned with the growing trend towards CBD within health and beauty.

Focus on inclusivity: Shades of Beauty initiative

Superdrug has developed its #ShadesOfBeauty initiative by ensuring all foundation ranges it stocks has at least 20 different shades.

In April, the health and beauty specialist contacted its cosmetic supplier base to challenge them to be more inclusive and consider a wider range of skin tones in new product launches.

The retailer first launched the initiative in 2016, designed to provide choice for shoppers of all skin tones. The move aligns with an ongoing shift towards inclusivity in the category.

The move follows the launch of Fenty Beauty in Boots, the cosmetic collection by Rihanna which focuses on catering for all skin tones.

Countdown to Christmas: Superdrug announces 2019 advent calendars

Superdrug has presented its beauty advent calendars on its website, available to purchase from 11th September 2019.

Beauty advent calendars are an increasingly important trend and a great way to generate excitement and encourage product trial in the run up to Christmas.
Included in the launch will be beauty advent calendars from Revolution, NYX, Lynx and Bloom by Superdrug.

The retailer will also launch products from its Disney collection, including the Lion King and Aladin, targeting the younger shopper.

In previous years Superdrug has offered deep price promotions on its beauty advent calendars within weeks of launch, encouraging early purchase amongst shoppers.


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