Magazine article Marketing

Superdrug's Charter to Outdo Body Shop

Magazine article Marketing

Superdrug's Charter to Outdo Body Shop

Article excerpt

Superdrug, the UK's second biggest health and beauty chain, is looking to steal a march on The Body Shop with a new charter on animal testing which it claims puts it "ahead of the game".

The Kingfisher subsidiary's new stance promises that no own-label toiletry, cosmetic or household products sold in its 665 stores - or their ingredients-have been tested on animals after 1987.

Specifying a cut-off date of 1987 sets Superdrug apart from rivals like The Body Shop, which has a "rolling rule" allowing animal testing on products over five years ago. So next year The Body Shop's deadline becomes 1988, while Superdrug's will stick at 1987.

The review stems from research last year which revealed consumers felt Superdrug - which trades on a value for money image - did not care about animal testing as much as some competitors.

"Consumers have a very high regard for Body Shop's stance on animal testing," says Superdrug marketing controller Steven Round. …

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