New poll reveals over forty percent (43%) of adults in the UK admit to actively avoiding having conversations around death, yet almost a third (30%) admit they regret not having these important conversations with family or friends before it was too late1.
One in five (20%) are keen to speak to a family member or friend about their end of life plans but don’t know how to broach the subject. The main reasons people avoid having these conversations include a fear of becoming too emotional (38%), not wanting to upset or burden someone (31%), fear of feeling awkward (30%), worrying about saying the wrong thing (28%), and finally, not knowing how to start (26%).
To help encourage open conversations on the subject of death and dying, Marie Curie and Superdrug – who commissioned the new poll – have together launched a new initiative designed to help the nation feel more confident talking about end of life.
A series of special, free nail bars will pop-up in select Superdrug Beauty Studios across the UK, offering customers a moment to receive support and tips on talking about end of life from Marie Curie staff, while they receive a complimentary manicure.
Built on the idea that everyday self-care moments can help people open up, the pop-ups use the simple act of sitting for a manicure to help people have conversations many find difficult.
Radio and TV star, Yinka Bokinni, was the first to visit a Mani Curie nail bar, getting her nails painted with hues of pink as a nod to Superdrug and in a daffodil design – a nod to the charity’s iconic logo and in tribute to the vital support that Marie Curie provides. The manicure was done by Cynthia Erivo’s nail artist, Shea Osei, who will also be doing bespoke manicures at Superdrug London Marble Arch on Thursday 16th July.
At the heart of the initiative is a toolkit of prompts to help people navigate these difficult conversations, shaped by Marie Curie caring services teams2 and informed by their combined decades of experience supporting people at the end of life.
Their top pieces of guidance on how to approach conversations about death include ‘use natural, everyday moments and shared memories to start’, ‘you don’t need to find the perfect words, instead listen more than you speak so the other person feels heard’, and ‘don’t be afraid of silence’.
‘Don’t wait for a crisis – start while there’s still time’ also sits among their top pieces of guidance, with not knowing when to start emerging as a common barrier to having these conversations.
Marie Curie caring services teams toolkit for having conversations about end of life3:
Don’t wait for a crisis – start end of life conversations while there’s still time and choice
Use natural, everyday moments and shared memories to start – it makes the conversations less intimidating
You don’t need the perfect words – listen more than you speak so the other person feels heard
Don’t be afraid of silence – it might feel awkward but pauses give people time to process and respond
Remember all feelings are valid, there’s no right emotion or response
Humour can help lighten the mood – but it’s important to read the room
Take your cue from the other person, let them set the pace and tone of the conversation and don’t force it
Think about what you hope to achieve from the conversation before starting
Avoid common phrases such as “I know how you feel” or “I understand” – empathy is great, but everyone’s experience is unique1
If the conversation doesn’t go to plan, don’t panic, take a break and revisit it later
Marie Curie and Superdrug hope that Mani Curie will encourage more people to start conversations they may have been putting off – and show that, with the right support, talking about death and dying can become a little easier.
Saiqa Phillips, Marie Curie Bereavement Coordinator, said: “I see every day how much comfort and clarity honest conversations can bring people at the end of their life as well as their family and friends. These conversations often lead to a deeper sense of connection, understanding and, importantly, closure.
“Through the Mani Curie nail bars, we hope to create a gentle, informal space where people can learn how to start these important conversations and feel more confident navigating them.”
Broadcaster, Yinka Bokinni said:“Having my nails done at the Mani Curie pop-up at Superdrug was really moving. What might seem like a simple manicure quickly becomes something much more powerful – a space where people feel comfortable opening up and learn how to have those difficult conversations they may have been avoiding.
“Meeting Saiqa highlighted just how vital the work carried out by Marie Curie staff. They help families through some of life’s hardest moments, with compassion, practical care and reassurance – ensuring everyone gets the ending they deserve.”
Nail artist, Sheo Osei, said: “When I’m doing my clients’ nails, we often talk about all kinds of personal things happening in our lives, but death is rarely one of them – even though it’s something all of us will face. Being part of the Mani Curie nail bars showed me how something as simple as a manicure can create a safe, natural space for difficult conversations. Hearing from a Marie Curie Bereavement Coordinator and learning how to approach those conversations with honesty and compassion was incredibly valuable. If this encourages even one person to open upand have that conversation, it will have been worth it.”
Simon Commins, Chief Operating Officer at Superdrug, said: “Beauty rituals, like a manicure, naturally create a relaxed, familiar setting where people feel more at ease – and it’s in these everyday moments that meaningful conversations can begin. Little things like getting your nails done can help open the door to talking about subjects that are often avoided, in a gentle and supportive way.
“We’re incredibly proud to be working alongside Marie Curie on this and hope it encourages more people to feel confident starting those important conversations and getting the help they need.”
The Mani Curie nail bars follow Marie Curie and Superdrug’s End of Life Salon, which saw people caring for someone at the end of life invited into store for a free beauty treatment. The campaign is the latest in Marie Curie and Superdrug’s long-standing partnership, which recently hit the fundraising milestone of £17 million raised since 2013.
Marie Curie and Superdrug’s free pop-up nail bars will be live on 16th July at Superdrug Marble Arch and Superdrug Rugby Elliots and on 20th August in Superdrug Silverburn and Superdrug Cardiff St David’s. Find out more and book your manicure here.
