The magazine, called Dare, debuts on 21 March. Produced by River Publishing, it will be priced 45p. The retailer hopes to sell 350,000 copies a month, which would make it the fourth-biggest women's magazine in the UK.
The 100-page title will feature affordable fashion and cosmetics. It replaces Superdrug's current magazine, Spirit, also published by River Publishing, which is given away to customers.
The magazine comes as part of a shift in Superdrug's positioning toward fashion, and is intended to improve loyalty. 'My two biggest competitors (Boots and Tesco) have loyalty schemes that have taken years to develop. We've got to do something else,' said marketing director Gerry Murphy. 'This is about a gap in the market, which is the same for the retail market as it is for magazines.'
River Publishing said the decision to distribute solely through Superdrug's 759 stores has enabled the retailer to keep the cover price below that of other women's consumer titles.
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