As of Tuesday 19 March, patients who have a pre-booked nurses’ appointment in any one of the high street retailer's 56 in-store clinics will be able sit down with a trained nurse who will guide them through the process of checking their breasts for cancer symptoms.
The nurse explain how to conduct a self-checking examination in addition to offering advice on what feels "normal", what doesn't and how often people should check themselves for lumps.
The in-store consultations are free of charge but must be booked ahead of time.
The launch comes after a survey of 2,000 people carried out on behalf of Superdrug revealed that 82 per cent of women feel uncomfortable discussing changes in their breasts.
Sophie Dopierala, director of education and health communications at CoppaFeel! said: “Our annual research shows for most women who aren’t checking their breasts, knowledge on what to look for remains the main barrier.”
Former Love Island star Olivia Buckland is fronting the campaign for the new consultations, having previously experienced a breast cancer scare herself.
In October 2018, the 24-year-old explained on Instagram Stories how she found a benign tumour on her chest four years previously and "finally plucked up the courage" to get it surgically removed prior to her wedding to fellow Islander, Alex Bowen.
Dr Pixie McKenna, Superdrug’s health and wellbeing ambassador, said: “Once you know how simple checking your breasts is, it can save your life.
“I am so pleased to see Superdrug nurses will be taking this initiative to all patients, everyone should be able to check whether on themselves or a partner, or even talking it through with a friend – the more conversations the better!”
Cancer Research UK estimates that 23 per cent of all breast cancer cases in Britain are preventable. Their research also suggests that one in seven women will be diagnosed with breast cancer in their lifetime.
You can read more about how to check your breasts for cancer symptoms here.