Superdrug launch first ever CSR report – landmark moment as retailer spearheads progressive change

Health and beauty retailer Superdrug has launched its first ever Corporate Social Responsibility report as it commits to a long-term sustainability programme, even wider community support and greater customer connection.

From being an early adopter of cruelty-free brands, to becoming the first high street retailer to offer HIV testing kits, Superdrug has always had a strong desire to provide accessible and progressive choices for customers.

Today the retailer continues to partner with change makers, industry experts and exceptional charities, to understand lived experiences, give back to communities and make a real difference in the world.

The release of the report coincides with Superdrug’s biggest ever, business-wide CSR campaign – Doing Good Feels Super – which runs this month across all internal and external communication channels, including In Store, Digital, PR and Social.

Eco beauty supporter and celebrity mum Ferne McCann and top eco-influencer, Consciously Elle, are among the high profile names collaborating with the retailer to share the sustainability message.

Head of the CSR committee and Superdrug Property Director, Nigel Duxbury says: “Today marks a landmark moment for Superdrug. I’m incredibly proud to be releasing our first ever CSR report, which is reflective of a huge amount of work and a dedicated passion for making a difference across our teams. The report details the great progress we have made so far across all of our strategic pillars, but also recognises that we’re on a CSR journey.

He adds: “I’m delighted to say that we have set some strong targets for the next five years and are also close to finalising 10 year targets above and beyond our 2025 commitments. Superdrug’s mission is to be the best in everyday accessible beauty and health, but always with guiding principles and strong values at our heart. And so we remain dedicated to our CSR agenda and place continued focus and pace on all of our activities to evolve and improve what we do.”

Key achievements within the report across the four strategic CSR pillars include:

Planet – in 2020 Superdrug demonstrated its commitment to packaging change, by becoming the first health and beauty retailer in the UK to join the New Plastics Economy Global Commitment.

– In 2021 more than 43 tonnes of plastic will be saved through improvements to Own Brand products customers buy most frequently.

– Also this year, the launch of 100% recycled plastic bottles for Own Brand hair range, Own Brand toothpaste tubes fully recyclable and all wipes will be biodegradable.

– By 2025 100% of plastic packaging will be reusable, recyclable or compostable and 100% of paper used in packaging will be certified sustainable.

Community – over the past 10 years Superdrug has worked with charity partners to fundraise, create campaigns that break taboos and go above and beyond to really make a difference.

– A partnership with Marie Curie since 2013 has raised an incredible £6million for the charity so far, which funds the equivalent of 295,000 hours of Marie Curie nursing care to support those living with terminal illness and their families.

– A partnership with Beauty Banks to place over 100 donation bins in stores around the country and Superdrug delivery teams assisting in local product drop-offs to bring an end to hygiene poverty across the UK.

Customer – Superdrug has listened to 16 million Health & Beautycard customers, 23,000 weekly contact centre callers and 20,000 engaged Superdrug Community users to launch landmark changes in response to customer feedback.

-Proud leaders in vegan beauty, stocking the biggest range on the high street of 1,600 products.

– The first to discontinue plastic applicators in Own Brand period products and the launch of the first Own Brand organic period range Luna in 2020.

– Creation of the Shades of You campaign in 2021, which outlines commitments to black and mixed heritage customers, following the Black Lives Matter movement.

People – Superdrug employs over 12,500 people and launched its Diversity and Inclusivity strategy in 2016. Since then it has been building and growing its approach to support colleagues in four areas of wellbeing – financial, mental, physical and social wellbeing.

– Employee networks have been created in six key areas and are led by Executive Sponsors to encourage and sustain a thriving diverse workforce – BAEM, LGBTQ+, Gender Equality, Make Work Work, Disability and Access All Areas.

– All senior leaders are trained in inclusivity, inclusion is part of every starter induction plan and since 2020 all employees have access to online learning and webinars on a range of inclusion topics.

Jo Mackie, CSR committee member and Superdrug People Director adds: “I always knew we prioritised CSR at Superdrug, but launching this report and seeing all of the work and passion come together in one place, really does bring home what a difference we can make. Personally I’m really proud of the strides forwards we’ve made in inclusion and wellbeing for both our colleagues and customers. We’re listed in the Financial Times as a Leader in Diversity, which is such a huge achievement and a great recognition of all of the work we’ve been doing in this area over the past few years.”

As part of Superdrug’s Doing Good Feels Super campaign customers will see an increased focus on the Planet CSR pillar, with a spotlight on Own Brand heroes, Vitamin E, Fruity and Luna and the sustainability commitments from leading brands, such as Palmer’s, Weleda and Wild Earth.

Enhanced deals and promotions will be activated across ethical product ranges, encouraging customers to make conscious purchasing decisions without ever having to compromise on quality or price.

The campaign will also see an increased focus on the Community CSR pillar, through activity with Superdrug’s charity partners Marie Curie and Beauty Banks and will also see the launch of key ethical beauty initiatives including a ‘donate your points’ scheme, charity fundraising events and immersive window takeovers in key stores.

The full report can be found here: https://www.superdrug.com/CSR

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