Page 20 - Sphere No.24 (Mar 2009)

18 SPHERE
Meanwhile, Watsons in Hong Kong is also capitalising on the
Group’s global private label network with the recent launch
of the Optimum beauty range from Superdrug in the UK.
“The role of private labels is to create differentiation
from our competitors as customers can only find the
products in our stores,” said Ms Chen. “They are
an attractive prospect commercially as they help
to boost profits and build customer loyalty.”
Rabinder Mahay, Own Label Manager at
Superdrug, explainedwhyOptimumwas its
best-selling own brand range. “Optimum
consistently performs better than leading
brands in consumer tests in glossy maga-
zines. The range we developed responds
to women’s growing understanding and
awareness of anti-ageing solutions, of-
fering specialised ranges for differing
age groups between the ages of 30 to
50 plus years,” she said. “All our own
brand ranges have been specially devel-
oped to meet the everyday needs of our
customers, offering fantastic formula-
tions at affordable prices.”
Prominently displayed on the store’s
Website, customer feedback on own brand
products are overwhelmingly positive. A
sample selection includes:
“It’s fantastic, my skin is glowing! People
remark all the time about how smooth my skin
is.” (Optimum Line Decrease Thermal Polisher)
“I have honestly tried all the expensive creams to
get rid of creepy, saggy skin, and uneven skin tone, but
this product really works. Thank you for saving me from
empty pockets with this successful bargain.”
(Optimum Firm & Lift Day Cream)
Fortress
air-conditioners
and refrigerators
have ranked
among the most
favoured brands
since 2001
ELECTRONICS
H O M E
✔
Why consumers are switching
Price is more important to
me now and I am willing to
buy cheaper brands
It is now more “acceptable”
to buy retailer brands
I am willing to take a risk
that the quality is OK now
0 10 20 30 40 50
49%
28%
22%
source:YouGov