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Rite Aid adds organics section, new Pure Spring fragrances


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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