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Superdrug freezes prices on all cosmetics to help with cost-of-living

Sophie Smith
21 March 2024

Superdrug has introduced a price freeze across 5,000 makeup products as part of its ongoing commitment to support shoppers through the rising cost-of-living.

Brands such as Rimmel, E.l.f. Cosmetics, Maybeline and Studio London will now remain the same price until summer 2024.

It comes as Superdrug held 40.5% share of mass market cosmetics in February, its highest market share in 10 years.

Megan Potter, Trading Director at Superdrug, said: "We are thrilled to become the number one retailer for cosmetics. Our commitment to offering great quality and affordability to our customers is at the heart of everything that we do.

"We pride ourselves on putting our customers first and we’re committed to making cosmetics more affordable for our shoppers and supporting them with the rising cost of living."

Earlier this year, the health and beauty retailer reported a 9.2% increase in sales for the four weeks to 30 December 2023.

Own-brand sales continued to rise, up 10% in December against the same period in 2022. As part of this, Studio London was named as Superdrug's biggest and fastest growing own-band range.

The latest price freeze strengthens Superdrug's mission to "make everyday more affordable for shoppers", having previously frozen prices across it’s stores and online for limited periods in recent years.

The retailer also recently removed 20%, the equivalent of VAT, on its own-brand dental range, ProCare, to help consumers.

Read's interview with Superdrug's Head of Own Brand on the success of its fastest growing category.

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