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Rite Aid's Wellness store emphasizes men's grooming

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Aiming to improve the shopping experience through unique merchandising presentations, Rite Aid has unveiled its next generation Wellness store in Lemoyne, Pa., which features a greater focus on men's grooming.

The store features an expanded men's grooming area complete with a new Axe display where shoppers can use an iPad to sample new looks.

The enhanced emphasis on men's grooming is in line with research findings from Canadean that indicate the male grooming market in 10 key countries — the United States, Brazil, Russia, China, India, France, Germany, Italy, Spain and the United Kingdom — is bigger than many would think, with men accounting for 47% of the volume of health and beauty products.

In addition, the hair care aisle has hands-on displays where customers can touch and feel items before they buy, and there's also a nail bar that showcases the top brands and latest shades in nail care.

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