The Scent of David Beckham launches in UK
Superdrug scores a first

United Kingdom (11 November 2005)

At 10am on Monday (14th November) Superdrug will exclusively launch David Beckham's eponymous fragrance David Beckham Instinct. This is the first fragrance launched by brand Beckham in the UK and takes place after months of wrangling by Superdrug who spotted the imminent launch of the fragrance on mainland Europe and in the Far East.

Tim Hughes of Superdrug commented: "When we heard David was launching his fragrance across the world but didn't plan to sell it in his home country we had to ask ourselves why, and set ourselves the challenge to change his mind."

David initially said he didn't want to launch in the UK because of footballing commitments prior to the World Cup, however Superdrug has managed to persuade him that as England captain he has a duty to his home fans to ensure they smell as good as him this Christmas – after all why should the Spanish, French and Germans be graced with his fragrance but not the Brits?

Superdrug is predicting a huge demand for the new fragrance and has kept its plans a closely guarded secret. Superdrug believes that no other celebrity endorsed male fragrance ever launched will make the impact that Instinct will. Tim Hughes continued: "David Beckham is one of the world's most recognisable stars and our customers see him as much of a style icon as a great footballer."

Earlier this year Superdrug announced plans to increase the number of perfume shops by 30 per cent in the run up to Christmas, meaning 85 per cent of stores having a dedicated fine fragrance area. The exclusive launch of David Beckham Instinct is the first of many perfume premieres in the pipeline.

Security has been paramount during every aspect of the launch to ensure Superdrug keeps its exclusivity, samples will be couriered by hand to individual stores and additional security staff have been drafted in on launch day to help keep crowds calm as the first products hit the shelves. To celebrate the launch on the first day the fragrance arrives Superdrug plans to scent its flagship store with Instinct and to waft the fragrance onto Oxford Street.

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For further information please contact:
Jenny Hill on 07971 117265 or Zaria Pinchbeck on 07802 837975 or email superdrug@z-pr.com

Notes to editors:

- Superdrug is the United Kingdom's second-largest Health & Beauty retail chain, attracting more than seven million customers to its stores during the Christmas season alone. The successful Superdrug formula is attributed to its commitment in maintaining an extensive range of its own well-recognised and high quality brands. Superdrug currently operates 700 stores in England, Scotland, Wales and Northern Ireland.

- Superdrug is one of the health & beauty retail brands from the A.S. Watson Group (ASW) family – the world's largest health & beauty retailer and the largest perfumeries & cosmetics retailer. With a history dating back to 1828, ASW has evolved into an international retail and manufacturing business with operations in 34markets worldwide.

- AS Watson has a network of over 6,800 retail stores globally with store in over 1,800 cities. AS Watson currently has over 88,000 employees and serves over 25 million customers a week

- David Beckham Instinct: 30ml Eau de Toilette £15, 75ml Eau de Toilette £30

- David Beckham Instinct, fragrance notes: