benidorm one use

Mel and Madge Harvey (from ITV’s Benidorm, in case you’ve missed it) might not seem likely pinups for an article discussing the beauty & suncare category, but we’d beg to differ.

Because the sector is polarising. On one hand, cheap own label is stealing sales; parsimonious sun worshipper Madge would surely approve. On the other, brands are pushing pricier NPD aimed at minimising the sun’s ageing effects. And let’s face it, Madge and the late Mel could’ve done with some help there.

So how is all this affecting sales? Which retailers are pushing own label and how are they managing to convince shoppers that their skin is safe in their hands? And are brands really managing to turn the grey pound gold by going after older shoppers?

Download the full report here.