COST CONSCIOUS BEAUTY LOVERS GO APE FOR GRAPE

- Superdrug celebrates latest skincare sell-out -

Word of mouth has seen Superdrug’s new grape skincare range become the nation’s most-wanted, with a unprecedented demand for the products since its launch; selling one every five seconds since Saturday.

August 2010 saw the launch of Superdrug’s Swiss Apple Stem Cell Serum which caused a storm in the skincare world with over 100,000 bottles sold to date. Now the latest scientific skincare breakthrough, the Grape Antioxidant collection has smashed all sales predictions.

Andrew Groom, Superdrug Director of Own Brand said: "After the phenomenal success of the apple serum we knew that our customers would appreciate the grape collection but have been blown away by the response. Over the first weekend we sold four times as many as we expected and some stores sold out completely. "We've restocked the shelves and demand has only increased as word-of-mouth, not expensive advertising campaigns, has seen the grape range the most talked about skincare launch this year."

As with the apple serum, the grape collection utilises cutting edge Stem Cell technology. The three innovative anti-ageing skincare products in the range use PhytoCellTec™, a groundbreaking active ingredient based on the use of plant stem cells. This revolutionary new ingredient, PhytoCellTec™ Solar Vitis, is based on stem cells of a rare grape, Gamay Teinturier Fréaux Traube. This grape originates from the French region of Burgundy, its main characteristic being its extremely high UV resistance and antioxidant properties. The ingredient has been shown to protect against chronological and sun-induced skin ageing as well as increase the vitality of the skin’s stem cells.

Comprehensive studies by the Swiss scientists who have created this groundbreaking new ingredient have demonstrated that PhytoCellTec™ Solar Vitis protects the epidermal skin stem cells from UV stress and from the ageing caused by the sun. While Superdrug’s grape collection utilising PhytoCellTec™ Solar Vitis will be available from just £9.99, the exact same ingredient has launched in La Prairie’s Cellular Power Infusion (£310, Harrods).

Superdrug is cementing its position as the UK’s leader in accessible anti-ageing technology with the launch of this complete collection based on this new super-ingredient, the OPTIMUM Super Antioxidant Grape collection is available at all 900+ stores and online.

Andrew Groom, Superdrug Director of Own Brand continues; “This new high-tech skin care range unquestionably offers the most innovative active ingredients for women aged 30 and over at an incredibly accessible price. “The choice to fight wrinkles should not be the preserve of wealthy women who can make it their full time job, or women who think nothing of spending £200 on a tiny jar of magic elixir. We’re making it our mission to democratise the beauty industry in Britain and our grape collection is just the latest step.”

OPTIMUM Super Antioxidant Grape skincare collection: C UV defending SPF15 day cream (50ml), £12.99 C Ultra protecting eye cream (15ml), £9.99 Superdrug Stores Plc. 118 Beddington Lane, Croydon Surrey, CR0 4TB Tel +44 20 8684 7000 www.superdrug.com C Ultra rejuvenating night cream (50ml), £12.99
- ends –

For further information please contact Jenny Hill on 020 7896 3200 or email superdrug@z-pr.com Notes to editor: • “more than one every five seconds” based on cumulative sales, ten hours trading, Saturday 6th to Monday 8th August • Superdrug customer services 0800 096 1055 • Superdrug offers everyday accessible beauty on the UK high street with over 900 stores in the UK and Ireland About A.S. Watson Group Around the world, 25 million customers a week enjoy shopping at A.S. Watson Group’s retail stores across its 33 markets.
The Group has one of the world's largest portfolio of retail formats, retail brands and geographical presence. Proudly supported by a global family of 98,000 staff, the Group is also a member of the world renowned Hong Kong-based conglomerate Hutchison Whampoa Limited, which has major interests in ports and related services; property and hotels; retail; energy, infrastructure, investments and others; and telecommunications in 53 countries. A.S. Watson Group is… • the world's leading international health, beauty & lifestyle retailer with over 9,300 stores in 33 markets worldwide, and is one of the top three market leaders in 25 of them • the leading health & beauty retailer in Asia, with Watsons Your Personal Store currently operating over 2,200 stores and more than 900 pharmacies in 10 Asian markets, including China (Mainland, Hong Kong, Taiwan and Macau), Singapore, Thailand, Malaysia, the Philippines, Korea and Indonesia • Europe’s leading luxury perfumeries & cosmetics retailer, with over 1,600 stores in 16 markets among which 10 holding market leader position, under three retail chains, including Marionnaud; ICI Paris XL in the Benelux; and The Perfume Shop in the UK Please visit www.aswatson.com for more in-depth information about A.S. Watson Group and its brands.