Superdrug is reducing the price of its own-brand sun care range Solait by 20%, recognising the category as “a healthcare essential and not a beauty product”. The reduction will come into effect across 41 products from 31 May and remain in place until the end of the year. This includes SPF protection for adults and children in a range of factors and formats.
The announcement by the high street beauty giant comes after months of rising pressure on the UK government to remove the Value Added Tax (VAT) on sun care.
Skin charities such as Melanoma Focus want the VAT removed from this “vital product” to make it more accessible for those who cannot afford it. A survey commissioned by the charity recently found that 1 in 10 people across the UK aren’t wearing suncream because it is too expensive and people on the very lowest incomes are less likely to wear sunscreen than any other economic group.
Jamie Archer, Superdrug’s Own Brand Director said: “Sunscreen is currently classed as a cosmetic product and therefore carries the VAT associated with it, making it unaffordable for some people.
“Through our work with Beauty Banks we know that requests for donations of sun care products have gone up, with some people even having to forego it altogether, which is concerning to hear.
“We hope that by reducing the price of our Solait range we can help make sun protection more affordable and allow families to stay safe in the sun.”
Superdrug’s hero product Solait Sun Cream SPF50 in 200ml will be reduced to £3.59 (previously £4.99) and the Solait kid’s roll-on sun cream SPF50+ in 75ml will be discounted from £3.49 to £2.79.
Susanna Daniels, CEO of Melanoma Focus, said: “Skin cancer, particularly melanoma skin cancer, is an extremely serious and growing issue. 86% of melanomas are preventable and therefore, wearing a high SPF sunscreen is a hugely important safety measure for protecting against it.
“This move by Superdrug is a big step in the right direction and a brilliant start to our mission to have VAT removed from all high-factor sunscreens across the UK.”
This initiative signals Superdrug’s latest efforts to help consumers during the ongoing cost-of-living crisis. In addition, the retailer recently continued to develop its own-brand offering, price freeze promise and long-term charity partnership with Beauty Banks.
