UK. Superdrug, the UK’s second largest health and beauty retailer, and a subsidiary of the AS Watson Group, is set to increase its number of fragrance counters by +30% in the run up to Christmas.
The retailer will have a fragrance department in 600 stores (about 85% of its chain). And it will introduce in-store fragrance specialists as part of the launch of its new beauty academy training scheme.
Superdrug Managing Director Euan Sutherland commented: “Superdrug’s shoppers are always on the scent of the best beauty and fashion buys, and now more and more of our customers can buy their favourite fragrances from their local stores not just as Christmas, but all year round.”
According to the company, new lines for the holiday season will include Jennifer Lopez Live, Sarah Jessica Parker Lovely, My Scene, Hummer, Police Eyes for You, Black XS, Very Irresistible Givenchy for Men and Calvin Klein Euphoria.
Superdrug claims that an average basket of its top 50 fragrance lines are priced at -20% less than its nearest High Street competitors – an assertion that has obvious repercussions for travel retailers too.
It also claims to offer “amazing” savings all year round, with up to -75% off recommended retail prices (rrp) on certain designer lines. The company cited three examples: Elizabeth Arden 5th Avenue 125ml for £15 as opposed to the rrp of £48; Alexander McQueen Kingdom Pure Perfume 25ml for £31 (versus £125); and Versace Red Jeans 75ml for £9.95 as opposed to £22.
Note: The AS Watson Group operates over 6,800 retail stores including health and beauty, luxury perfumeries, food, electronics, fine wine and airport retail.
Superdrug attracts more than seven million customers to its stores during the Christmas season alone. It currently operates 700 outlets in England, Scotland, Wales and Northern Ireland.
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