UK health and beauty retailer Superdrug has launched a free online hub to promote skin care education.
The new Superdrug Skin School campaign aims to simplify and democratise the skin care industry by educating consumers through online tools.
Superdrug’s skin care ambassador Dr Ewoma Ukeleghe and esthetician Alicia Lartey, alongside Superdrug in-house experts have collaborated on videos, podcasts and blog posts to communicate skin care topics including skipping skin care routines and the order that skin care products should be applied.
“It’s a privilege to be a part of a revolutionary step in Superdrug’s approach to accessible skin care,” said Ukeleghe.
“I regularly work in-clinic with patients who aren’t well versed in what products to reach for or what skin type they have, so having a quick and easy online hub to navigate on from your phone or computer is a real milestone for the skin care industry.”
Shoppers will also have access to behind-the-scenes content that will show the AS-Watson’s own brand’s product development from product concept to launch.
According to Superdrug, 98.5% of shoppers asked for brands to make it easier to navigate skin care products as well as 73% admitting to not fully understanding the ingredients they are using.
Meanwhile, 55% of shoppers commented that the high street doesn’t offer enough options for those with skin care conditions including acne, rosacea and pigmentation concerns.
The Superdrug Skin School hub launch follows the Superdrug Skinceptance campaign that rolled out an in-store skin advice and treatment service last year.
Superdrug is also currently trialling dermatologist nurses working alongside pharmacists in four UK stores for skin consultations.
Customers can already scan QR codes on POS in-store to speak with a pharmacist for virtual skin consultations in cases where their local Superdrug isn’t offering the trial.
The Superdrug Skin School Hub can be accessed via the brand’s website.
