Superdrug thanks Kim Kardashian for profit boost

Helen Cahill
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Beauty sales have been bolstered by the rise of Instagram "influencers" (Source: Getty)

Beauty giant Superdrug has thanked superstar Kim Kardashian for a jump in profits last year.

The figures

Profits at Superdrug, part of AS Watson Group, soared 41 per cent to £80.4m for the 53 weeks ending 31 December.

Sales on a like-for-like basis were up 7.8 per cent, and overall revenue rose from £1.1bn to £1.2bn, a 10.4 per cent increase.

Cosmestic sales grew by 14 per cent, and healthcare and wellbeing sales were up 12 per cent.

Why it's interesting

Superdrug said that its customers "continued to be influenced by celebrities" and that its best-selling product for the year was banana powder, a face powder beloved by Kim Kardashian.

Beauty has been a particularly strong sector of the retail industry and sales are boosted by social media "influencers", such as the Kardashian sisters, who post products and beauty looks to millions of followers on Instagram.

The beauty business has been doing so well since the rise of Instagram that department stores are shifting their sales mix. Last Christmas, Debenhams decided to increase the amount of floorspace dedicated to beauty, as a slowdown in clothing sales hit the industry.

What Superdrug says

Peter Macnab, chief executive of AS Watson health and beauty, UK, said: "We have had a strong year and are pleased with the company's performance. We believe the service offered in our stores is key and we continue to invest into helping our colleagues offer great customer service."

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