CVS/pharmacy officially unveils new Essence of Beauty Fine Fragrance Collection

WOONSOCKET, R.I. — CVS/pharmacy officially announced on Monday new introductions to its fragrance and body care line, Essence of Beauty.

With the addition of the new scent collections crafted by master perfumers, as well as the launch of a new shea treatment line and the enhanced Signature Collection, the Essence of Beauty Fine Fragrance Collection aims to bring a touch of indulgence into the everyday.



As previously reported by Drug Store News, CVS/pharmacy launched on Aug. 2 a new website and mobile site dedicated to its growing Essence of Beauty brand. Click here for DSN’s interview with George Coleman, VP merchandising for store brands at CVS/pharmacy, on the new EssenceofBeauty.com site and how the retailer is adjusting its in-store merchandising strategy to further promote its Essence of Beauty collection.



Essence of Beauty's formulas contain such ingredients as passion flower seed oil, high in anti-inflammatory essential fatty acids and vitamin C, as well as antioxidant-rich rice bran oil, which contains vitamin E to help protect and hydrate skin while fighting free radicals. Products in the Essence of Beauty line are now free of parabens, phthalates, petrolatum, gluten and artificial dye. In addition, Essence of Beauty is not tested on animals.



"Since its launch 10 years ago, Essence of Beauty has consistently been one of the best-selling fragrance and body care brands at CVS/pharmacy," Coleman stated. "By partnering with some of the best master perfumers in the industry to create new fragrances and enhanced formulas exclusively for our customers, we've developed an extensive line of high-quality products that offer at-home indulgence while maintaining the accessibility and affordability that shoppers have come to expect from CVS/pharmacy."



The Essence of Beauty Fine Fragrance Collection now consists of 14 scent offerings, including four new scents and the Shea Indulgence treatment line:

• Secret Woods;


• Forever Paris;


• Wind Kissed;


• In The Tropics; and


• Shea Indulgence Shea Butter Treatment.

In addition, the current fragrance lines — Sweet Paradise, Cool Rain, Sensual Night, Island Dream, Citrus Coconut, Japanese Garden, Lilies & Freesia, Sun Blossom and White Lavender — have been refreshed with new formulations and packaging. All fragrances are available in a variety of products, including fine fragrance body mists, bath and shower gels, body lotions, body and hand creams, and travel collections. Prices range between $1.99 and $12.99.



First launched in 2002, the Essence of Beauty line began with 40 products and now includes more than 100 items in the line, including fragrance, body care and pampering bath accessories.