Britain’s high street as a whole may have shown signs of struggling over the Christmas period, but some stores posted strong results over the period, including high-street favourite Superdrug.

The beauty, skincare, health and fragrance retailer said that it had benefited from a number of specific marketing campaigns and product launches before the main festive period, most particularly the launch of its beauty themed advent calendars which included exclusive ranges such as the branded Beauty & The Beast calendar which sold out entirely in September and required rapid restocking the following month to keep up with demand.

The store’s strong make-up offer saw sales of brow products, highlighters and contouring kits soar, as customers sought to perfect their party looks, inspired by social media vlogs from high-profile celebrity make-up artists and the selfie craze.

After expanding its online offer to Denmark, Sweden and Finland, Superdrug also enjoyed a 30pc online sales upturn for the first time over the Christmas period.

Other areas performing strongly included the winter health line, which included flu jabs offered by nurse clinics and the in-store pharmacies in 238 stores. The in-store offer was supported by the Superdrug Online Doctor digital healthcare service which achieved record-smashing sales. December also saw the new online NHS prescription launched within the brand, cementing its high-street position as a leading provider of healthcare and wellness services instore and via digital methods.

The investment in enhanced services paid off with a rise in loyalty scheme members to 12 million customers. The company also opened 12 new stores in the UK, including two in the RoI and three in the format of a retail park. Last year, a total of 25 new stores came online, taking the total physical retail estate to 804 stores. This year the brand is planning to launch 500 new apprenticeships, supporting the government’s skills agenda and no doubt winning itself new fans in the process for training up the next generation of retail experts and managers.

Superdrug shows no signs of stopping in its quest to reinvent its position in the market and this month it is opening a new concept store, Fosse Park, that will include an on-site hairdressing salon and barbers’, further developing the already impressive beauty services proposition that includes nail and eyebrow bars in some key locations.

Peter Mcnab, the CEO of AS Watson said that Superdrug had traded strongly over the festive period and extended his appreciation to the company’s colleagues for their efforts. He said that customers continued to have reasons to visit the store thanks to the Superdrug focus on promotions, price and exclusivity of products, including in-store beauty treatments in the Beauty Studio zones.

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