Superdrug is aiming to take on cyber bullies by responding to negative comments with a new ‘manifesto’ message.

The high street pharmacist said it had noted a spike in “unacceptable negative messages” as it worked with emerging make-up artists and bloggers on its social media platforms.

From this week, the retailer plans to respond with the message: “At Superdrug, we want our social spaces to be a positive experience for everyone. We won’t tolerate cyber bullying or unnecessary, hurtful comments. We’d like to ask that if you have nothing nice to say, that you don’t say anything at all. Please be kind to each other, and keep our comments section a safe space for everyone. #BeKind.”

The initiative is part of Superdrug’s work with youth organisation and anti-bullying charity Ditch the Label.

“At Superdrug, we are proud to provide a safe space for our customers and staff, both in store and online,” said Superdrug head of marketing Gemma Mason.

“We pride ourselves on being a company that supports and includes everyone. We are excited to be working with Ditch the Label for the #BeKind movement, to enable us to continue to encourage positivity and kindness within our community.”

Ditch the Label CEO and founder Liam Hackett said: “We are committed to working towards a world that’s fair, equal and free from all types of bullying. It’s always encouraging when other voices join our cause, so we are delighted to support Superdrug with the anti-bullying initiative #BeKind in making a stand against online bullying.

“Together we can make a difference in the lives of anyone affected by bullying and online abuse.”

Superdrug is also working with social media ’influencers’ including Imogenation, Simone Powderly and Georgia Rankin.