RE: Sustainability27 Aug 2025 09:58
R55, fortunately, besides the experienced staff acquired via Dermatonics, Superdrug will also have advised and will be engaged in the Axis promotion and it starts next month so not long to wait.
- Joint Commercial Agreement: SkinBioTherapeutics and Superdrug have signed a two-year exclusive UK retail deal, which includes coordinated efforts on product rollout and visibility
- Marketing Budget Allocation: SkinBioTherapeutics raised £4.1 million to support not just manufacturing and packaging, but also marketing to boost brand visibility.
- CEO Commentary: Stuart Ashman confirmed that the companies have been in “discussions for a considerable period” to determine how best to promote, package, and roll out both AxisBiotix-Ps and AxisBiotix-Ac.
- Retail Channel Leverage: Superdrug’s stores with high skincare turnover will be the first to stock the products, suggesting targeted in-store promotion and likely digital amplification.
While the exact media mix hasn’t been disclosed, the phrasing around “brand visibility” and “promotion” implies a multi-channel campaign—likely including in-store displays, email marketing, and possibly social media tie-ins.