Guardian Singapore has launched a price reduction initiative for health and beauty essentials across the city, in a move taken from parent Dairy Farm International’s grocery playbook. 

The campaign, called ‘Low Prices Locked To Stay Low’, will see Guardian lowering and locking the price of 500 products across its stores, including Guardian’s online store and the shop-in-shop outlets inside Giant supermarkets. The initiative will run until the end of this year. 

The price reduction was created as the company saw the surging demand for low-price quality essential items in the city during the uncertain conditions of Covid-19 pandemic. 

“We want to support our customers in managing their health and wellbeing in an affordable way especially during this time,” said James McCoy, director of commercial & operations at Guardian Singapore. “We are ensuring that our customers can get their daily essentials at low prices that are locked for the rest of the year.” 

According to Guardian, the products lineup follows its research on customer buying behaviour and preference.