Superdrug freezes prices of 30 more products and launches Shop Smart campaign

Superdrug has added new products to its 'Price Freeze Promise', with the company launching a new campaign to help customers navigate the growing cost of living crisis.

The retailer has added 30 more products across its personal care, beauty and healthcare ranges to its Price Freeze Promise, which already includes 130 Own Brand essentials whose prices have been frozen for the year.

The move comes after 80% of Superdrug customers said they had to switch to cheaper brands. 

Launching the campaign with poverty activist Jack Monroe, the retailer said that it aims to make sure people have access to the basic dignities in life and help customers understand how to keep costs down across their beauty and personal care routines.

Together with charity partner Beauty Banks, Superdrug will also be introducing a 'Buy One, Bank One' scheme to help increase product donations to its more than 100 designated bins, as demand for items rises.

For its own employees, Superdrug is introducing a series of initiatives, such as increasing its staff discounting scheme, which includes 30% off own brand items and 10% off branded products. It will also increase fuel reimbursement and offer bespoke webinars on pensions, budgeting and financial well-being.

Campaigner and activist, Jack Monroe said: “There’s been a lot of discussion recently around soaring energy costs and rising food bills, and the cost of toiletries and personal care essentials are also rising steeply, which leaves many people unable to afford the basics needed for personal health hygiene and dignity. It’s embarrassing to not be able to afford things that others might take for granted, like soap, tampons, deodorant, toothpaste, shampoo and hygiene poverty is fast becoming a hidden impact of the Cost of Living crisis.”

Simon Comins, Chief Commercial Officer, Superdrug, commented: “Superdrug’s vision has always been to make health and beauty accessible to all. With rising cost of living, we wanted to act quickly to ensure our colleagues are well looked after and our customers well supported. We don’t believe shoppers should have to compromise when it comes to their health and beauty purchases."

Beauty Banks Co-founder, Jo Jones, added: “As hygiene poverty affects young and old in neighbourhoods, schools and workplaces around the UK, Beauty Banks is fighting to make sure everyone has access to essential toiletries. The current cost of living crisis has only made a serious situation even more critical and so we’re fully behind Jack and Superdrug in the Shop Smart campaign to raise awareness and help to alleviate the impact of a distressing economic situation on those most in need.”