Superdrug strengthens premium beauty portfolio with Urban Decay
Superdrug has strengthened its premium beauty portfolio with the addition of cult make-up brand Urban Decay.
Established in 1996 in southern California, Urban Decay is one of seven new premium brands Superdrug is launching later this month. These will include YS, Viktor & Rolf, Prada, Giorgio Armani, Valentino and Narciso Rodriquez fragrances.
L’Oréal Luxe senior trade activation manager Sarah Harvey added: “We are thrilled to see Urban Decay launch in Superdrug and are excited to share our iconic, high-performance long-lasting formulas with their customers.”
Superdrug trading director Megan Potter said: “We are excited to launch Urban Decay’s amazing collection of cosmetics to our customers. As an accessible retailer, offering our customers the right combination of value and quality is crucial for us, and we are delighted to be able to offer our customers a full shopping experience that aligns with their wants and needs.”
