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They are said to be using a rival, cheaper brand to the well known Botox® brand of botulinum toxin with treatments starting at £145 for one area. One outspoken UK Cosmetic Doctor, Dr. Michael Prager was quoted by the Daily Mail as saying “‘I would imagine Superdrug wants a decent profit margin so, for just £145 per injection, I would question how much you are getting for your money.” Whether there is a reduced dose or the company is simply using one of the less expensive brands such as Azzalure® or Xeomin®/Bocouture® is unknown but clearly the marketing is being driven towards the provision of cheaper treatments.
The company state on its own blog that “As a company we feel our brand is ready for a high street location and as our treatments are affordably priced it ties in very well with the Superdrug brand.”
Similarly, Mr. Sabherwal from Superdrug stated; “We believe that there is a real gap in the market for these kinds of treatments administered professionally by doctors, but in non-intimidating environments.”
The process is aimed at being both a fast and low-cost service for customers, with a 15-minute consultation and subsequent treatment taking around 10 minutes; it truly could be considered to be a conveyer belt service, compared to most medical aesthetic clinics, which will spend a good hour with a patient, particularly a new one.