BEAUTY CARE

Rite Aid broadens Rx Suncare line

BY Antoinette Alexander

CAMP HILL, Pa. Rite Aid is expanding its exclusive Rx Suncare line with two new products, Rx Suncare Sport SPF 70 and Rx Suncare HairGuard.

Rite Aid Rx Suncare products with a sun protection factor carry The Skin Cancer Foundation’s seal of recommendation. All items, which are priced under $10, are fragrance free, noncomedogenic, provide stabilized broad-spectrum protection and are supplemented by antioxidant/anti-aging vitamins.

The new Rx Suncare products — Rx Suncare Sport SPF 70 and Rx Suncare HairGuard — will be available in Rite Aid stores in California, Colorado, Idaho, Nevada, Oregon and Washington this month and in stores throughout the rest of the chain in April. The new products will be added to Rite Aid’s online store at www.riteaid.com in April. The eight other Rx Suncare products now are available online and in all Rite Aid stores.

Rx Suncare Sport SPF 70, which carries The Skin Cancer Foundation’s seal of recommendation, capitalizes on the growing demand by consumers for a high SPF. For those participating in sports, Rx Suncare Sport SPF 70 is highly water and sweat resistant, and the 70 SPF gives them better protection for a longer period of time, the retailer stated.

Rx Suncare Hair Guard is a color saver and contains a heat-activated conditioner, providing shine with leave-in conditioners and light reflective micro particles. Equivalent to an SPF 20 on skin, it protects chemically processed hair (color, perms, straightening) from damage caused by UV exposure. UV light exposure dulls color and strips hair of amino acids, making it weak, causing color to fade and ends to split.

Rite Aid stated the new line is part of its strategy to increase its private brand and exclusive brand offerings, as well as continue to position Rite Aid as a health and beauty destination.

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BEAUTY CARE

Drugstore.com helps men be their ‘best’

BY Michael Johnsen

BELLEVUE, Wash. Drugstore.com earlier this week launched the first Web site catering exclusively to the personal care needs of men at AtHisBest.com. The site features a broad selection (more than 10,000 SKUs) of men’s grooming, health, home, fitness, sex and personal care essentials at great prices, the online retailer stated.

“Increasingly in the U.S. market, we are seeing men take a stronger interest in products that help them look better and stay healthier,” stated Karen Grant, VP and global beauty analyst, The NPD Group, Inc. “Men also want to shop in a place that’s designed for men — they don’t want to browse through women’s products to find what they want to buy.”

“AtHisBest.com is the first site of its kind – created specifically to give men one convenient place to find their everyday grooming and health supplies, prestige products and fitness essentials,” commented David Lonczak, VP and chief marketing officer, Drugstore.com. “drugstore.com is a leader in serving the health, beauty and wellness needs of female customers and now with AtHisBest.com, we plan to offer men the same level of value, service, and selection.”

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Ulta shows customers fresh looks in new ad campaign

BY Antoinette Alexander

CHICAGO Ulta is showing consumers how to go from fresh-faced to fabulous in a new national advertising campaign.

Beginning the first week of February, the advertisement will appear in the March issues of “Vanity Fair,” “InStyle” and “Allure,” and will feature a “before” photo of a model without makeup, then present an “after” photo of the model with a new look. Additionally, the retailer will continue to roll out new “looks” in the April and May issues of various national long-lead publications.  Each new “look” will be paired with a corresponding “how-to” video on Ulta.com. All videos will also be featured on Ulta’s Facebook page (http://www.facebook.com/ULTA?v=app_7146470109).

The advertisements also will feature a coupon offering $5 off any purchase of $10 or more, redeemable both in store and online at Ulta.com.

“By featuring our model au naturel Ulta had the opportunity to demonstrate simple steps to achieve the most updated looks. Our intention with this advertising campaign is to continue to identify fresh, new and exciting ways to educate and entertain women,” stated Lyn Kirby, president and CEO.

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