THE WHAT? AS Watson-owned Superdrug has announced that it is freezing the prices of some 5,000 beauty products in a bid to help shoppers amid a steep rise in the cost of living, according to a report published by the Retail Gazette.

THE DETAILS Prices on popular items from a number of well-known brands, including Coty’s Rimmel, L’Oréal-owned Maybelline and Elf, will be held at current levels until the end of the year.

THE WHY? Superdrug Chief Commercial Officer told Retail Gazette, “We’ve seen that consumers are finding a way to navigate the current economic climate and are looking for great value and recommendations on how to shop smarter and more cost-effectively during this time.

“By taking this next step with our price freeze we hope that our customers can purchase items that provide them with a little happiness and escapism, with the knowledge that our prices won’t change.”