Superdrug rolls out new brands

Beauty retailer Superdrug (AS Watson) is adding a couple of new brands to its beauty offering this autumn

Beauty retailer Superdrug (AS Watson) is adding a couple of new brands to its beauty offering this autumn. From October, the retailer will roll out a new hair care brand named Blowpro, launched by the team behind New York blowdry bar Blow, along with new British beauty brand Cheeky.

The Blowpro line up includes 17 products priced between £9.99 to £11.99. Stand out products include the Blow Up Root Lift Concentrate and Textstyle Dry Texture Spray which helps to set hair styles while building volume and minimising frizz.

Cheeky, on the other hand, is a new brand launched by UK spa brand Cowshed. The new line, described as Cowshed's “naughty little sister,” consists of 21 nail varnishes and 14 products which span body care, hair care and colour cosmetics. It is targeted at a younger consumer, aged 16 – 35, with products priced between £7-£10. The brand will also be supported by a branded beauty salon named Cheeky Parlour, which will be opened in east London. The salon will offer affordable pampering services such as a manicure for £12 or hair styling service for £15.

Cheeky will enter 25 Superdrug stores from October. It will also be sold through the Cheeky Parlour and online at www.urcheeky.com.

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