Teeth Get the X'Tra Factor

- Superdrug customers get the XFactor smile as teeth whitening sales beam -

With mounting excitement of the XFactor starting this Saturday all eyes are on the new judging line up including the UK’s urban glamour girl, Tulisa Contostavlos.

It was recently reported that Tulisa has spent a whopping £12,000 on a new smile that will give her the XFactor.

Tulisa isn’t the only one worried about her teeth as Superdrug has seen sales up +25% in teeth whitening as customers now strive for the ‘Tulisa smile’ on a budget.

Mintel reports show that more and more Brits are concerned about stained and yellowing teeth and sensitivity, which is driving the growth in whitening and sensitive toothpaste formulations.

The oral healthcare market is worth a staggering £833m in the UK each year.

Sales of electric toothbrushes are up +25% as they do anything to achieve a smile that looks like the new golden girl’s £12,000 beam.

Superdrug customers can get the XFactor with the exclusively launched Beverly Hills Formula Dentist’s Choice Gum (£3.49) and Whitening Expert toothpaste (£2.99).

Simon Comins, Superdrug Director of toiletries comments: Hit shows like ‘The Only Way is Essex’ have really driven the desire to have a whiter than white smile.

“While some may be able to spend £12,000 on a new smile, our customers are snapping up whitening toothpastes for a few pounds to try and get the look at home.

“It’s staggering that only four in ten (38%) adults admit to changing their toothbrush, or toothbrush head, three times or less over a year-long period.”

- ends –
For further information please contact Georgia Segal on 020 7896 3200 or email superdrug@z-pr.com

Notes to editor: •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.