Superdrug is looking to turn up pressure on high street rival Boots with the launch of its first-ever loyalty card.

The Beautycard offers shoppers 1 point for every £1 spent at the till and includes a mirror. Shoppers will earn £1 to spend in-store with every 100 points collected on the card. The health and beauty retailer will offer 10 points per £1 to customers shopping online at Superdrug.com.

The points can be used as part-payment, unlike the Boots Advantage card, which requires shoppers to pay for whole items using points.

The cards are available at Superdrug branches nationwide and must be registered online before points can be redeemed.

The scheme, enabling Superdrug to collect data on its shoppers, will offer promotions every month. Shoppers can earn 50 bonus points for every £5 spent on Superdrug own brand products including Solait, Optimum and Vitamin E, in addition to offers on brands including Rimmel, Nivea and Ambre Solaire.

Gavin And Stacey star Joanna Page will front an advertising campaign for the new card.

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Focus On Personal Care (7 May 2011)