Superdrug replies to online trolls with anti-bullying campaign

The beauty retailer has joined anti-bullying charity Ditch the Label in an effort to ward off online abuse

Superdrug's Chester store, UK

A.S. Watson-owned retailer Superdrug has thrown its weight behind anti-bullying on social media.

In a new partnership with Ditch the Label, an anti-bullying charity, the beauty retailer is reminding its customers to #BeKind when commenting online.

As part of the pledge, from this week, Superdrug will send a message to any negative or hateful comments on its social media platforms.

The message reads: “At Superdrug, we want our social spaces to be a positive experience for everyone. We won’t tolerate cyber bullying or unnecessary, hurtful comments.

“We’d like to ask that if you have nothing nice to say, that you don’t say anything at all.

“Please be kind to each other and keep your comments section a safe space for everything. #Bekind.”

The initiative has been backed by Glamour contributor Simone Powderly and YouTuber Georgia Rankin.

“At Superdrug we are proud to provide a safe space for our customers and staff, both in store and online,” said the retailer’s Head of Marketing Gemma Mason.

“We pride ourselves on being a company that supports and includes everyone.

“We are excited to be working with Ditch the Label for the #BeKind movement, to enable us to continue to encourage positivity and kindness within our community.”

Ditch the Label’s CEO and founder, Liam Hackett, said it was encouraging to have a voice such as Superdrug join the campaign.

“At Ditch the Label, we are committed to working towards a world that’s fair, equal and free from all types of bullying,” he said.

“It’s always encouraging when other voices join our cause so we are delighted to support Superdrug with the anti-bullying initiative #BeKind in making a stand against online bullying.”

He continued: “Together we can make a difference in the lives of anyone affected by bullying and online abuse.”