Superdrug, the high-street chemist and cosmetics chain, has
launched its first branded hair and beauty salon as part of a scheme to
regenerate the brand.
The salon has opened in Superdrug’s first Oxford Street store, and
offers consumers a full range of hairdressing, beauty and massage
services. Customers can even come in for a foot massage after
Paul Geddes, head of marketing at Superdrug, said: ’We are always
looking to extend the range of beauty services we offer customers, and
this is a natural progression for us. We don’t know if it will work but
we are always trying new things out to reposition the brand as the
leading health and beauty retailer.’
The store also offers free beauty makeovers, an in-store perfumery and a
fragrance gift wrap service, as well as selling a range of sandwiches,
salads, snacks, and cold drinks. Photographic and printing services are
The changes are an attempt by Superdrug to pull sales away from its main
competitor Boots. Geddes explained that the initiatives are part of a
rebranding campaign aimed at establishing Superdrug as the one-stop shop
for health and beauty services.
The salon concept was developed by award-winning hairdresser John
Gillespie and Wella International.