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Shoppers Drug Mart adds exclusive brand.

TORONTO -- This month Shoppers Drug Mart (SDM) is slated to introduce essence, a Germany-based value cosmetics brand, to its lineup of exclusive beauty care brands.

The Canadian drug chain is rolling out a 160-SKU offering of essence lipstick, lip gloss, lip balm, eye shadow, mascara, concealer, facial powder and makeup, eye pencils and brushes, and nail polish in more than 900 Shoppers Drug Mart and Pharmaprix stores nationwide.

Essence noted that the Shoppers Drug Mart launch marks the brand's Canadian debut.

"We are excited about introducing Canadians to essence via our partnership with Shoppers Drug Mart," Christina Oster-Daum, founder and chief executive officer of essence parent company Cosnova Beauty, stated when the launch was announced in late January. "We want to ensure our customers always have access to the latest makeup trends at a great price."

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Pricing for the cosmetics line runs from $1.49 to $4.99 (Canadian), and in stores the products will be showcased in an innovative, two-foot "beauty world" display, according to essence.

Items to be offered include essence lipstick, Tint It! color-changing lip gloss, XXXL Shine Nudes lip gloss, Stay With Me long-lasting lip gloss, glossy lip balm, I Love Extreme volume mascara, Stay All Day long-lasting eye shadow, mono and "quattro" eye shadows, Silky Touch blush, Forget It! 3-in-1 concealer, Mosaic compact powder, Sun Club bronzing powder and Soft Touch Mousse makeup.

Plans call for SDM to carry two limited-edition product sets this year and six limited-edition products annually thereafter.

"Essence is a fresh, fun and fashionable beauty brand that is sure to delight our customers across Canada," commented Liesbeth van den Berkmortel, director of corporate and exclusive brands for beauty at SDM. "We are thrilled to be launching essence, to further our cosmetics assortment and fulfill our promise of providing Canadian consumers with convenient access to the global beauty brands."

SDM's exclusive beauty brands in Canada include Balea, Bodylogix, Etival Laboratoire, Gosh Cosmetics, Quo, Eclos, Raw Essentials by Carol Alt, No. 7, Soap & Glory and Sally Hershberger Professional Hair Care.

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Title Annotation:BEAUTY CARE: COSMETICS/FRAGRANCES
Publication:Chain Drug Review
Date:Mar 26, 2012
Words:339
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