Superdrug Beauty Face Masks: Face value

This case study describes how a packaging redesign enabled Superdrug, the beauty and health retailer, to reduce decline in its own-brand face mask range.

Superdrug Beauty Face Masks: Face value

Agency: Biles Inc.Client: SuperdrugBrand: Superdrug Beauty Face MasksCategory: Packaging: Own Brand - Other

Executive summary

In 2011, Superdrug were witnessing a decline in sales of their own-label beauty face mask offering, with sales falling -16% YOY; and although Montagne Jeunesse, the market leader, continued to grow sales in Superdrug stores at +4% YOY and monopolise the category, the category was actually in overall decline in Superdrug stores, falling at a rate of-20% YOY.

Wishing to be reactive,Superdrug asked Biles Inc. to help by redesigning their...

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