July 12th, 2023, Lesley Simeon
British health and beauty retailer Superdrug has brought ‘deals expert’ and TV presenter Chloe Carmichael on board as its cost-of-living ambassador. Carmichael, who runs an online community called Chloe’s Deal Club, will work to raise awareness about and create a mini social media series on Superdrug’s summer deals, promotions and best value own-brand offerings between July and September this year.
The retailer’s collaboration with Carmichael is part of its ongoing cost-of-living campaign to help customers access ‘the best value on everyday products.’ We look at what Superdrug’s customers are likely to do when faced with tight household budgets.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - 52% of Superdrug’s customers say they will shop around for value products. By comparison, 43% of the general British population would do so.
In November last year, Superdrug launched its own-brand titled ‘Studio London’ - an affordable 136-piece make-up collection. Most of the range is priced at less than £9. We also look at YouGov data to see what the customer’s motivations are when choosing a make-up or personal care brand.
Profiles data shows that Superdrug’s customers are more likely than the general population to factor in special offers when opting for make-up or personal care brands (40% vs 29%).
Further, Superdrug’s customers are more likely than the general British population to “tend to stick to the same brand for all products” when it comes to buying cosmetics (38% vs 28%).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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