Superdrug is pushing its value credentials in a new partnership with food blogger and anti-poverty campaigner Jack Monroe.

Monroe is to promote the retailer’s Shop Smart campaign, sharing tips to “help customers navigate the growing cost of living crisis” by making “smart choices in beauty and personal care shopping”, a Superdrug spokeswoman said.

The campaign aims to “make sure people have access to the basic dignities in life, through a number of initiatives and offers”.

Monroe, who earlier this year sparked a media storm by calling out Asda for reducing availability of its value Smart Price range, said: “There’s been a lot of discussion recently around soaring energy costs and rising food bills, and the cost of toiletries and personal care essentials are also rising steeply, which leaves many people unable to afford the basics needed for personal health hygiene and dignity.

“It’s embarrassing to not be able to afford things that others might take for granted, like soap, tampons, deodorant, toothpaste and shampoo, and hygiene poverty is fast becoming a hidden impact of the cost of living crisis. That’s why the work Superdrug is doing here is so needed, and I hope that by sharing some ‘Shop Smart’ tips together that we can help in some small way.”

Superdrug said it was also freezing the price of 130 ‘everyday essential’ own label lines across personal care, beauty and healthcare for a year.

It said a social media survey of 250 shoppers found 80% said they needed to switch to cheaper brands.

Superdrug chief commercial officer Simon Comins said: “Superdrug’s vision has always been to make health and beauty accessible to all. We don’t believe shoppers should have to compromise when it comes to their health and beauty purchases, so our Price Freeze Promise is committed for a year on 130 own brand essential items.”

Superdrug also has 100 donation bins for the charity Beauty Banks in stores, where customers can leave essential toiletries to help tackle hygiene poverty.

Beauty Banks co-founder Jo Jones said: “As hygiene poverty affects young and old in neighbourhoods, schools and workplaces around the UK, Beauty Banks is fighting to make sure everyone has access to essential toiletries. The current cost of living crisis has only made a serious situation even more critical, and so we’re fully behind Jack and Superdrug in the Shop Smart campaign to raise awareness and help alleviate the impact of a distressing economic situation on those most in need.”