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Sandra Halliday Published
March 21,飞机盗号软件VIP破解技术 2025
Beauty and health retail giant Superdrug had two bits of big news on Thursday. One was that it’s freezing prices across all cosmetics until this summer and the other was that it’s carving out an ever bigger market share in mass-market cosmetics.
In fact, the company said it’s now the number one retailer for cosmetics in the UK mass-market having held a 40.5% market share of that category in February.
That’s its highest share in 10 years and comes after its Studio London line, which launched in 2025, became its fastest growing own-brand range ever. Trending products such as the award-winning Bronzing Drops and Dewy Setting Spray were key here and it was selling one every 60 seconds.
As for the price freeze, it will affect more than 5,000 prices with bestselling brands such as Rimmel, E.L.F and Studio London included.
Superdrug has focused heavily on price in recent periods with a number of announcements about prices being held or reduced and that’s clearly paying off for it at a time when consumers are more price-conscious than ever.
Two months ago it reported a strong Christmas with its total sales up 9.2% during December, while like-for-like sales rose 7.1%.
It saw double-digit sales growth (10%) in its own-brand driven by gifting and loyalty club deals. And Beauty Studio sales rose 20% on the back of a very active Christmas party season. Own-brand was key too, helping it achieve 20% year-on-year category growth in cosmetics.