Superdrug's facial cleansing wipes were struggling in a declining market, against increasing competition and in 2011 sales fell 53%. A redesign was undertaken and the new confident brand and repackaging has since smashed sales targets by 61%, achieving a year on year sales increase of 67% in a market that fell nationally by 1.8% that year. It has also been responsible for driving own-brand beauty sales overall; attracting new customers and encouraging switching from other leading brands.
The wipes increased customer recruitment by 6000% among Beautycard holders and has achieved a fantastic 27% repeat purchase rate. Superdrug increased its market share of all wipes by 1.1% and its market share of own-brand wipes by 3.3%. As a result of the success, a premium variant with an increased price point has been introduced and a complete cleansing range will be launched, demonstrating Superdrug's confidence in the new design.