Superdrug extends retail offer

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.

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

shopping.



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

also available.



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.



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