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Accessible health and beauty retailer, Superdrug, today announces the launch of its Shop Smart campaign in partnership with poverty campaigner and activist Jack Monroe, to help customers navigate the growing cost of living crisis.

With 80%[1] of Superdrug customers admitting the need to switch to cheaper brands, the retailer is adding a further 30 products to its Price Freeze Promise – a commitment to freeze the prices of 130 everyday essential items across personal care, beauty and healthcare, to reassure customers that Own Brand prices won’t increase for at least a year.

By Fox Fisher – https://instagram.com/p/9JSSulhigl/, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=44467471

Today the retailer announces its Shop Smart campaign partnership with Jack Monroe, to help customers understand how to keep costs down across beauty and personal care routines, as hygiene poverty rises at an alarming rate across the country. Together Superdrug and Jack want to make sure people have access to the basic dignities in life, through a number of initiatives and offers.

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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. That’s why the work Superdrug is doing here is so needed and I hope that by sharing some ‘Shop Smart’ tips together that we can help in some small way.”

The leading health and beauty retailer is also working hard to support its people through the Cost of Living crisis and is introducing a series of employee initiatives to look after the financial wellbeing of colleagues nationwide. Superdrug employees receive a minimum of 30% off Own Brand items and 10% off Branded products, but the retailer will be building discounts out further to cover more areas of everyday spending. Fuel reimbursement has moved to above the HMRC advisory rate and the taxable element will be covered, to better support those who travel for work. Teams will also soon be offered bespoke webinars in areas such as pensions, budgeting and financial well-being.

Simon Comins, Chief Commercial Officer at Superdrug said: “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, so our Price Freeze Promise is committed for a year on 130 Own Brand essential items. Despite rising cost of goods, we also remain committed to offering all of our customers discounted Star Buys and our Health and Beautycard users, member only pricing.”

As a result of its four-year charity partnership with Beauty Banks, Superdrug has over 100 donation bins across its stores nationwide. This month the retailer is also introducing a Buy One, Bank One scheme to help increase product donations, as demand rises and the fight against hygiene poverty intensifies.

Beauty Banks co-founder Jo Jones said: “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”.


[1] 250 shoppers surveyed through Superdrug social media channels in May 2022.

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