Superdrug has slashed£15 million off its perfume products and will sell branded lines at heavily reduced prices. The brand names included in the price crash are Armani, Elizabeth Arden, YSL and Chanel.
A 100 ml bottle of Elizabeth Arden Red Door will sell at£15 compared with the RRP of£43, while Chloe eau de toilette will sell for£9.95 compared with a recommended price of£21.
As well as popular fragrances, Superdrug is investing£13 million in a three-for-two offer in the run up to Christmas on more than 350 gifts, from pink screwdriver sets, pink digital cameras and beauty sets with a boudoir theme.
Earlier this autumn the retail chain announced an£8 million investment into 'Saturday Shockers', its weekly one off deals focusing on beauty must-haves ahead of the Christmas rush.
Superdrug marketing director Gerry Murphy said: 'Christmas is a time for indulgence, when people tend to spend a little more on something special, this round of price cuts will enable customers to indulge more but spend less. It's our early Christmas present to our customers.'