Superdrug and Unilever have celebrated five years of partnership with LGBTQ+ Switchboard Helpline by releasing a Pride edition own-brand range.
Switchboard Helpline is a charity dedicated to providing support, community and information for LGBTQ people.
Over the course of the relationship between the beauty retailer, the multinational consumer goods company and the charity, over 266 volunteers have been funded resulting in over 7000 calls, instant messages and emails being answered.
The news comes on the same day that Superdrug launches its ‘Where you can be you’ employer brand to promote the ‘vibrancy’ and diversity of a career in retail.
Collectively Superdrug own-brand, Unilever, Britney Spears, Durex and Berrocca have committed to a donation total of £55,000.
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To mark the rainbow anniversary, Unilever Pride products will be exclusively available in Superdrug.
These inslude Lynx Unity Shower Gel (£2.65), Lynx Unity Body Spray (£2.65), Simple Biodegradable Cleansing Wipes (£3.65), Vaseline Lip Tin in Aloe (£1.95) and Vaseline Intensive Care Aloe Soothe Body Lotion (£5.99).
The health and beauty brand itself will also launch its ‘very first’ Pride capsule collection of 6 wrapped own brand products, all of which will carry the Switchboard charity logo, phone and information. These include Studio Pride Edition Nail (£5.99), Pride Edition Lashes (£5.99), Studio Pride 4 Piece Eye Set (£8.49), Studio Pride Sponge (£3.29), Pride Footsock and Pride Lube.
“As we pass the five year milestone of our partnership, we’re proud to be collaborating long term with our donations enabling over 19,000 hours of trained volunteer time in total, supporting Switchboard to continue its vital work,” Superdrug chief commercial officer Simon Comins said.
It costs Switchboard around £450 to train and support each volunteer that comes forward. Superdrug’s donation of £10,000 will give Switchboard the tools to train 22 new volunteers. Collectively, this should result in over 1700 calls, Instant messages and emails being answered across a whole year.
Switchboard LGBT+ Helpline general manager, Stephanie Fuller, added: “The support and visibility this partnership with Superdrug and Unilever provides cannot be understated, ultimately it will mean our confidential non-judgemental service will continue to be there 10 am -10 pm, 365 days a year by phone, instant messaging and email to support people from the LGBTQIA+ communities that need someone to listen.”
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