Superdrug has recorded an upsurge in its festive sales bolstered by ‘the selfie generation’ as shoppers snapped up highlighter and brow products.

The health and beauty retailer reported a 2.4% jump in like-for-like sales year on year in the four weeks to December 30, 2017.

Online sales soared 30% during the period.

Superdrug’s festive sales were driven by on-trend beauty products including setting spray, a product touted by reality TV juggernaut Kim Kardashian as part of her 50-step make-up routine.

The retailer opened 12 new stores during the period, including its new retail-park format in Leicester’s Fosse Park, which is being extended this month to offer a variety of beauty treatments ranging from blow-dries to spray-tans.

Superdrug’s loyalty card scheme, the fourth largest in the UK, hit the 12 million-member mark during the period.

Its in-store pharmacies and nurse clinics also drew in customers as the retailer offered flu jabs across 238 of its stores.

It also launched its online NHS prescription service during the period, which allows customers to manage their medical prescription through Superdrug’s website and have medication delivered to their home.

Superdrug, which recorded a 41% jump in full-year pre-tax profits in July, opened 25 new stores last year, taking its overall bricks-and-mortar estate to 804 shops and creating 500 new jobs.

Chief executive Peter Macnab said: “Our continued focus on price, promotions and exclusive products gave customers more reason to visit our stores at the same time as offering them the beauty treatments, such as gel nails and lash application, from our Beauty Studio zones.

“Adding this extra level of service is something we’ll be building on over the next year and our new concept store opening in Fosse Park tomorrow is just the start.”