BEAUTY CARE

Rite Aid adds organics section, new Pure Spring fragrances

BY Antoinette Alexander

CAMP HILL, Pa. Rite Aid is bolstering its beauty offering and keeping with current trends with the addition of a new natural organics section in the bath and body department of many of its stores, as well as new fragrances under its exclusive Pure Spring bath and body collection.

“Consumers are always looking for the latest trends in skin care and bath and body,” stated Rite Aid senior vice president Bryan Shirtliff. “At Rite Aid, we’re giving them the best of the new trends and product lines they won’t find anywhere else along with the convenience of their neighborhood drug store.”

In a nod to the growing trend of consumers wanting more natural and organic products, beauty shoppers at Rite Aid will now find cosmetics, skin and sun care products, body lotions and more from such brands as Greenland, Body America—Organics with Attitude, Giovanni, Yardley, Jason Natural and Alba Botanica.

In addition, the new line of Rite Aid’s exclusive brand Pure Spring bath and body products features four scents based on current trends: Vanilla Cream, Juicy Apple, Cherry Blossom and Jasmine Tuberose.

As previously reported by Drug Store News, Delicious Brands, a maker of body and skin care products, has launched the c.booth derma skin care line to be sold exclusively at Rite Aid.

The c.booth derma skin care line is comprised of three sub-brands: derma M-36 for mature skin, derma C-24 for all skin types and derma P-17 for problem skin. The numbers 36, 24 and 17 signify the number of ingredients in the product. The 14-SKU color-coded line will retail for under $20 each.

According to president and chief executive and industry veteran Colleen Booth-Rothschild, the line will be exclusively at Rite Aid for one year.

To promote the new line, the company will doing in-store promotions such as sampling and advertising in the circulars at Rite Aid.

The retailer will also carry c.booth Skin Below The Chin, a therapeutic collection created for the entire body—below the chin. The line includes five products: Vitamin Complex pH-Balanced Body Cleanser, Repair and Replenish Body Moisturizer, Turn Back Time Body Scrub, Ceramide Night Renewal Body Creme and Vitamin E Nourishing Dry Oil Body Mist.

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C&D purchases Del Pharmaceuticals from Coty for $380 million

BY Michael Johnsen

PRINCETON, N.J. The stewardship behind Del Pharmaceuticals will be changing for the second time in three months as Church & Dwight announced its acquisition of the OTC business from Coty, which in turn had acquired Del in December, Tuesday morning in a cash deal valued at $380 million.

The transaction, which is subject to regulatory approval and other customary conditions, is expected to close in July 2008.

Del Pharmaceuticals’ net sales in the fiscal year ended Dec. 31 were approximately $100 million, C&D stated. More than 75 percent of those sales were derived from the Orajel brand, the leading brand in the oral analgesic category.

“Orajel is a great addition to our existing portfolio and provides access to a fast-growing segment of the attractive premium oral care category,” stated James Craigie, C&D chairman and chief executive officer. “Orajel also brings to our company a powerful franchise that has developed great consumer loyalty. This transaction is consistent with our growth strategy of strengthening our businesses by adding No. 1 or No. 2 brands in areas of high growth potential with gross margins that are accretive to the overall company.”

The Orajel products are expected to be integrated into existing Church & Dwight manufacturing facilities by the end of 2009.

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Salon Selectives launches TV ad campaign

BY Antoinette Alexander

CHICAGO Salon Selectives, the recently relaunched hair care brand, has kicked off a national television campaign.

Each spot portrays confident, empowered women who are able to narrowly escape sticky situations by using their intelligence and strength, along with the powers of Salon Selectives.

“The new campaign leverages the brand’s original core messages of transformation and customization while modernizing the theme. We have developed a new ad approach for the hair care category, moving away from product demonstrations and impossibly beautiful hair close ups, to connect with women through fantastical action-adventure stories,” stated Anne West, chief marketing officer for SBB, LLC, Salon Selectives’ marketer and distributor.

Chicago-based Laughlin/Constable developed the spots that will be running on national cable channels, including Lifetime, Oxygen, the Style Network and VH1.

One of the most popular hair care brands of the 1990s, Salon Selectives was recently brought back to the market by a small group of executives who acquired the brand from Unilever.

Although it has been off the market since 2004, the brand, according to the company, still has more than 80 percent awareness, as women don’t just remember the brand name but also such attributes as the apple fragrance and pink bottle color.

The product line includes three shampoos, five conditioners and 10 styling products. The retail price is between $3.29 and $4.29.

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