U.K. health and beauty retailer Superdrug has created a free online hub to make skincare education more accessible. After an internal survey found that 98.5% of shoppers want brands to make skincare education easier to navigate and 73% don’t fully understand the ingredients they’re using, Superdrug launched The Superdrug Skin School, a free online platform full of skincare resources. The platform offers videos, podcasts, and blog posts featuring the brand’s skincare ambassador and in-house experts doling out information on everything from building a routine to proper use of ingredients. Skincare has been growing in popularity among young consumers for a while now, and our WE personal care and beauty shopping survey found that 38% of young Europeans say they have a structured, deliberate skincare routine, while 60% say their routine has grown more elaborate since the pandemic began. Superdrug has remained a go-to beauty hub in the U.K. by offering affordable, quality products while tapping into young Europeans’ interests through entertaining TikTok videos and campaigns aimed at helping young consumers accept who they are. (Cosmetics Business)
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