Superdrug's bold decision to once again remove the VAT cost from its own-brand suncare range, Solait, sends a powerful message: essential healthcare shouldn't be a luxury. This move resonates with consumers and highlights the potential impact of strategic pricing.
As a company specialising in helping beauty brands create and launch their products, we're analysing the key lessons from Superdrug's campaign.
Key Lessons for Beauty Brands
✅ Price Impacts Perception: Consumers are increasingly savvy when it comes to inflated prices, especially on healthcare-related products. Superdrug's campaign emphasises that ethical pricing can foster positive brand perception and customer loyalty.
✅ Advocacy Builds Trust: By aligning its pricing with the campaign to remove VAT on sunscreen, Superdrug strengthens it’s brand message and resonates with cause-driven consumers. Beauty brands can similarly benefit from aligning with causes that resonate with their target audience.
✅ Pricing is Part of the Package: While a fair price point is crucial, it's only one success factor. Beauty brands must also consider:
Quality Ingredients: Consumers are willing to pay more for products they trust. And repurchase will only come from fantastic results-delivering formulations
Effective Marketing: A strong marketing campaign builds awareness and desire.
Brand Story: A compelling message connects emotionally with consumers.
How Beauty Product Development Can Help
At BDP, we help emerging beauty brands navigate the product development process with strategies that balance commercial viability with social impact. Our services include:
👉 Market Research: We identify optimal price points based on competitor analysis and consumer trends.
👉 Brand Development: We craft a brand identity that aligns with your pricing and core values, enhancing consumer connection. From the formulations to the packaging and the brand story - end to end development, from the initial idea to the reality.
👉 Strategic Partnerships: We connect you with retailers and channels receptive to brands who prioritise accessibility and social impact.
Conclusion
Superdrug's campaign reminds us that strategic pricing isn't just about profit margins; it's also about building a brand with purpose. At BPD, we're passionate about helping beauty brands find that perfect intersection of success and social responsibility.
Ready to make an impact with your beauty launch? Contact us today to schedule a consultation and explore how we can help!
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