SUPERDRUG is to cut up to 25 per cent off the prices of sun-care products in what looks likely to be a summer price war with Boots.
Prices of brands such as Ambre Solaire and Piz Buin will be cut in all the company's 680 stores as it tries to double to 18 per cent its share of the pounds 110m sun-care market. Boots has about 47 per cent. The company said the reductions meant that a 200ml bottle of factor eight Piz Buin oil would cost pounds 6.29 at its shops, compared with pounds 8.50 in Boots.
Profit margins on sun-care products are about 50 per cent. A spokesman said that Superdrug considered this too high for items that help to protect people from skin cancer.
A Boots spokeswoman refused to comment.Reuse content