Superdrug has announced it is freezing prices on 5,000 beauty items - including big name brands like Maybelline, Rimmel and Revolution. The retailer, which has already frozen the price of over 130 selected own brand products, says it is to help with the cost of living crisis.
It said the price freeze would apply to Maybelline, Rimmel, Revolution, e.l.f, NYX PMU beauty items as well as smaller brands including Bourjois, Revolution Pro and Juvias Place. It will be in place until the end of this year, Birmingham Live reports.
Superdrug chief commercial officer, Simon Comins said: “We’ve seen that consumers are finding a way to navigate the current economic climate and are looking for great value and recommendations on how to shop smarter and more cost-effectively during this time."
“By taking this next step with our price freeze we hope that our customers can purchase items that provide them with a little happiness and escapism, with the knowledge that our prices won’t change.”
Superdrug trading director, Megan Potter said: “We know our shoppers will be looking to purchase cosmetics in the lead up to Halloween and Christmas and so have taken the decision to freeze prices across all 5000 cosmetic SKUs (stock keeping units) until the end of the year in a promise to our customers that prices will not rise during this time.”
It comes after rival Boots said it wanted to make Christmas its “most affordable ever", with over 50% of its seasonal gifting range priced at £10 or under and over 70% priced at £15 or under. In addition it said its Star Gift programme "is bigger than ever before with better-than-half-price savings on bestselling brand".
