The Interview: Superdrug's Head of Own Brand on the success of its fastest growing category - Indoors Beauty

The Interview: Superdrug’s Head of Own Brand on the success of its fastest growing category

The Interview: Superdrug’s Head of Own Brand on the success of its fastest growing category

Value and accessibility have at all times performed an essential function at Superdrug. Amongst different initiatives similar to Superdrug Marketplace and numerous worth freezes, that is evident by means of the retailer’s growing personal model providing.

Currently the fastest growing category at Superdrug, personal model has turn out to be more and more common with customers – particularly throughout the cost-of-living disaster as increasingly consumers are choosing cheaper alternate options to chop prices.

In truth, two in three Superdrug Health & Beauty Card members at the moment are buying personal model in-store and on-line. With this rising demand for personal model, which is predicted to proceed, Superdrug is taking full benefit.

In this interview with TheIndustry.magnificence, Emma Monaghan, Head of Own Brand & Exclusives at Superdrug, speaks about the success of its personal model vary, the significance creating prime quality merchandise at an inexpensive worth, and the way Superdrug educates its employees and customers on the advantages of personal model.

Emma Monaghan, Head of Own Brand & Exclusives at Superdrug

Monaghan has served as Head of Own Brand & Exclusives at Superdrug since June 2022. Under her management, the retailer’s choice of personal model merchandise has continued to develop.

Its providing spans a range of classes throughout well being and sweetness, serving to prospects to entry a variety of merchandise at an inexpensive worth. This features a basic personal model vary, in addition to sub-brands similar to B. By Superdrug, Me + and Superdrug Extracts, amongst others.

When questioning Monaghan about the hottest personal model category at Superdrug, she had one clear reply…. skincare. “Skincare is totally our greatest performing category at the second and has been for fairly some time now. I feel it’s because persons are so targeted on their pores and skin and are eager to attempt new issues,” she says.

Superdrug Studio London

However, skincare is not the solely category performing nicely. In November 2022, the retailer launched a trend-led cosmetics model, known as Studio London. This vary, which options merchandise priced beneath £9, has rapidly turn out to be the fastest promoting new cosmetics vary at Superdrug.

With merchandise for the eyes, lips and face, Studio London guarantees to “ship the newest color traits and premium efficiency merchandise that will not value the Earth”. It can be responsibly designed, with 75% of the merchandise containing submit shopper recycled supplies. “Studio London has received off to a flying begin. In explicit, merchandise like our Setting Mist and Lip Oils are promoting very well. We labored laborious on this vary and might’t wait to see it additional develop,” emphasises Monaghan.

Looking forward, with heaps in the pipeline, Monaghan additionally hinted at a number of upcoming product launches, together with a supersized model of the retailer’s bestselling B. Melting Cleansing Balm, in addition to newness from Studio London later in the 12 months.

Superdrug Own Brand

Whether its skincare, make-up or another category beneath Superdrug’s personal model umbrella, high quality assurance is at all times essential. As half of this, the retailer focuses so much on formulation to create its prime quality, low worth providing. “Everyone deserves to have entry to good high quality merchandise at an accessible worth. This is one thing Superdrug has at all times been about.

“We are selective in what components we use. This permits us to supply the finest worth with the finest efficacy. We additionally work with our suppliers to make sure that our merchandise are benchmarked in opposition to what’s already on the market. Setting costs can fluctuate massively – some components are costly, some are usually not. However, we at all times guarantee that all the things we add right into a product is there for a motive. We’re comfortable to go head-to-head with current high-end merchandise as a result of we all know that we’re nearly as good as them,” feedback Monaghan.

Superdrug has additionally labored laborious to teach each its employees and prospects about the advantages of personal model, serving to to demystify the false impression that personal model means lesser high quality. As half of this, the retailer encourages its crew members to be taught extra about the category through numerous initiatives, together with conferences and an inner platform known as ‘The Hub’.

For its prospects, Superdrug makes use of its social media, weblog channel and inner radio to showcase the personal model vary. “Over the previous couple of years, we have actually tried to point out prospects the work that goes into our personal model collections. We’ve at all times championed nice high quality, however we’re now actually emphasising this and displaying that our merchandise are inexpensive however don’t compromise on high quality,” says Monaghan.

As as outcome of its growing personal model providing and the training round it, Superdrug is receiving a constructive response from its prospects. This not solely improves gross sales throughout the retailer’s shops and web site, but in addition helps to additional develop the vary.

“The suggestions we get is superb. Obviously, there’s some occasions when a buyer could not like a product and we attempt to tackle this, however usually it is very constructive throughout the board. This is helped by all the testing we do, which sees all our merchandise undergo unbiased consumer trials. This might be something from prospects packaging to making an attempt product formulations. As half of this, we attempt to use as many information sources as we will to verify no matter we deliver to market might be a success.

“We even have a 100% happiness assure. This means if a buyer does not love the product, they will deliver it again and get a refund. So, it’s very threat free to attempt personal model at Superdrug and that is one thing we’re proud of,” emphasises Monaghan.

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