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Shoppers Drug Mart adds essence to exclusive brands
January 27th, 2012
TORONTO – Shoppers Drug Mart Corp. is expanding its roster of exclusive beauty care brands with the rollout of essence, a Germany-based value cosmetics brand.
At Shoppers Drug Mart, essence cosmetics will be showcased in an innovative display.
Plans call for Shoppers Drug Mart to launch a 160-SKU line of essence lip stick, lip gloss, lip balm, eye shadow, mascara, concealer, facial powder and makeup, nail polish, eye pencils and brushes in more than 900 Shoppers Drug Mart and Pharmaprix stores across Canada in March.
"Essence is a fresh, fun and fashionable beauty brand that is sure to delight our customers across Canada," Liesbeth van den Berkmortel, director of corporate and exclusive brands for beauty at Shoppers Drug Mart, said in a statement. "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."
Essence noted that the launch at Shoppers Drug Mart and Pharmaprix stores will mark the brand's Canadian debut.
"We are excited about introducing Canadians to essence via our partnership with Shoppers Drug Mart," stated Christina Oster-Daum, founder and chief executive officer of cosnova beauty, the Frankfurt, Germany-based parent company of essence. "We're on the pulse of what is new and cool in the makeup world. Our mandate is to see fast, learn fast, and implement fast. We want to ensure our customers always have access to the latest makeup trends at a great price."
Pricing for the cosmetics line will range from $1.49 to $4.99 (Canadian), and the products will be showcased in stores in an innovative, two-foot "beauty world" display, according to essence.
The cosmetics maker added that along with its standard product range it will release six limited-edition products in Canada each year. Previous limited-edition offerings have included products based on popular culture trends, such as the Moonlight Collection and the Summer of Love Collection, the company said.
Shoppers Drug Mart's lineup of exclusive beauty brands in Canada includes Balea, Bodylogix, Etival Laboratoire, Gosh Cosmetics, Quo, Eclos, Raw Essentials by Carol Alt, No.7, Soap & Glory and Sally Hershberger Professional Hair Care. The chain operates more than 1,200 drug stores across Canada plus eight Murale luxury beauty outlets.