Monday, 13 June 2011

Superdrug launches 'doctor brand' skincare range to rival top names, but at high street prices

The next big thing in skincare hits the high street this week with the launch of the first budget "doctor brand" skincare range.

Naked Truth created by Harley St cosmetic doctor Dr Darren McKeown, will be available exclusively at Superdrug and will be the first time the UK retailer has brought a so-called cosmeceutical range to the high street, and importantly, at high street prices.

There are a number of doctor brands on the market such as Dr Sebagh, Dr Brandt and Dr Perricone although they usually retail from glitzy, high end department stores with prices typically ranging from between £50 - £200. Well outside the range of many of us.

But The Naked Truth range is different. It makes the promise of delivering the same level of quality as the more expensive doctor brands, but on a budget with prices ranging from between £16.99 - £28.99.

Dr Darren McKeown points out: "Active ingredients are not cheap and if you want to use the best ingredients at the top end concentrations, you can't do it for bargain basement prices. But at the same time it doesn't need to cost the earth either. By working with Superdrug, we have been able to get the prices down to a level which I hope is within reach of most women.”

Active ingredients in the range include the latest peptides, retinoids, vitamin C, vitamin E, magnesium, copper and zinc.

The range was called Naked Truth because Dr McKeown wanted to deliver the latest in anti-ageing ingredients, but without the exaggerated claims and hype that usually plagues the beauty industry.

Dr McKeown says: "I get so fed up seeing new creams being promoted as 'botox in a bottle'. The truth is that no cream can do what botox does. Good skin care products are an incredibly important part of looking after your skin, but they work at the surface of the skin whereas Botox works on the muscles underneath. The two are not the same and one will never replace the other."

Jo Hutton, Superdrug buyer, says "At Superdrug we strive to provide our customers with affordable beauty. We are very excited to be launching the Naked Truth range which brings together some of the most advanced anti-ageing ingredients, but at prices which appeal to our customers. Since launching on-line last month it has become one of our most popular anti-ageing skincare ranges with great customer feedback and we are confident it will get the same response in store."

Naked Truth Dr Darren McKeown is available exclusively from Superdrug stores and online at

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