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Eckerd touts new PL cosmetics line.

LARGO, Fla. -- Eckerd Corp. has launched Mira, a collection of private label cosmetics.

The 118-item line, which will vary by season, features everyday makeup essentials, including foundation, powder, eye shadow and lipstick, as well as such items as eye gloss and body shimmer dust.

"We are proud to be the only cosmetics line that donates a percentage of its profits to charity," says Mary Beth Fox, director of advertising at the drug chain. "The money will go back into Eckerd's Salute to Women Program."

Now in its third year, Salute to Women honors female volunteers around the country who are making a difference in their communities. Thirteen of the 100 women so honored were selected to appear in Mira's advertising campaign.

By using everyday women rather than models to represent the Mira line, the retailer is furthering its commitment to celebrating the beauty within all women, according to Kathy Steirly, vice president of merchandising for beauty care.

"Mira salutes all women and speaks to the power of healthy confidence, leadership and innovation," she says. "It was created for everyday women with its simplicity, ease of use and competitive pricing."

The line targets 18- to 54-year-old consumers from diverse ethnic backgrounds, Steirly notes, and features colors that are fresh, modern and highly wearable for a wide range of skin tones.

"We hope that within three years Mira will be a 10% brand for us in cosmetics," says Steirly.

The in-store environment for Mira is designed to offer customers a fun, confusion-free shopping experience. The modem, pearlized gray and clear plastic packaging conveys an "upscale yet approachable" attitude, Steirly notes.

Mira is currently available in Florida and New York, with distribution planned in all Eckerd locations by March.

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Comment:Eckerd touts new PL cosmetics line.
Publication:Chain Drug Review
Article Type:Brief Article
Geographic Code:1USA
Date:Jan 1, 2001
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