Ann Taylor introduces 'possibilities' beauty line

NEW YORK The cosmetics world continues to grow increasingly competitive as more apparel retailers announce plans to jump aboard the beauty bandwagon.

Among the latest retailers to make such a move is Ann Taylor, which intends to launch a new beauty collection in all 350 of its stores and online.

The new beauty collection consists of a fragrance called possibilities, Ann Taylor, as well as a line of body care products. The company intends to expand its presence in the beauty category over time, including a line of products for its Loft division next year. The initiative is part of its overall long-term strategy for growth, according to the company.

Selected to be the face of possibilities is supermodel Petra Nemcova, who founded the “Happy Hearts Fund” charitable foundation. The mission of the foundation is to globally aid children who have suffered from a disaster by bridging existing gaps in education, medical support and emotional health. To support the cause, Ann Taylor will donate $2 for each possibilities fragrance purchase made through Dec. 31, up to a maximum donation of $50,000.

The news came as reports spread that apparel retailer New York & Company is launching this month a line of bath and body care products.