CVS introduces additions to its fragrance and body care line Essence of Beauty; line now consists of 14 distinct scent offerings

Mathew Kearney

WOONSOCKET, Rhode Island , September 10, 2013 (press release) – CVS/pharmacy, the nation's leading retail pharmacy, today announced new introductions to their number one best-selling fragrance and body care line, Essence of Beauty. The expanded and refreshed bath and body collection, available exclusively at CVS/pharmacy, delivers four new evocative fragrances created by renowned perfumers and features luxurious formulations with premium ingredients in beautifully-designed packaging. With the addition of the new scent collections expertly 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 brings a touch of indulgence into the everyday.

The newest introductions to the comprehensive collection of pampering bath and body products allows women to choose among a variety of indulgent fragrance options crafted by expert international perfumers. Bringing their diverse experience and passion for innovation to the Essence of Beauty brand, the master perfumers drew inspiration from a variety of sources, including the duality of natural wilderness and chemistry, famed cities and exotic locations, and the imagined scents of a special photograph, childhood story, or time period in life.

Essence of Beauty's advanced formulas contain fine ingredients, including nourishing and calming 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, responding to customer desires for more natural formulas. Additionally, 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," said George Coleman, Vice President of Store Brands at CVS/pharmacy. "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 fourteen distinct scent offerings, including four new master-crafted scents and the Shea Indulgence treatment line.
Secret Woods: Evoking the alluring mystery of a hidden forest, mesmerizing pomegranate, soft jasmine petals, and warm vanilla musk entice and intrigue you.

Forever Paris: Like a new romance blossoming in the world's most famous city of love, decadent Parisian roses, just-blushing tulips and notes of strawberry sweep you off your feet.
Wind Kissed: Spring flowers dance delicately in the breeze as cotton flower, mimosa and white amber combine in calming harmony.

In The Tropics: Like the tropical spirit found at the heart of the islands, pink grapefruit and juicy pomelo mingle with wild agave, cyclamen flowers, and sandalwood cream to invigorate and intrigue.

Shea Indulgence Shea Butter Treatment: Luxuriate in bliss as exotic tiare flower, silky shea butter, coconut milk, and warm vanilla soothe and rejuvenate.

In addition, the current best-selling 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 & Shower Gels, Body Lotions, Body & Hand Creams, and Travel Collections. Prices range between $1.99 and $12.99.

The updated Essence of Beauty line is available exclusively at all CVS/pharmacy locations nationwide and online at www.EssenceofBeauty.com. The dedicated site, which is also mobile accessible, offers in-depth interviews with the perfumers behind the fragrances, a scent finder, downloadable wallpapers, and online-only deals. Consumers will also be able to learn more about the Fine Fragrance Collection and gain access to exclusive deals and giveaways on www.facebook.com/CVSBeautyClub.

First launched in 2002 to meet consumer needs for a unique but accessible fragrance, bath and body care brand, 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.

About CVS/pharmacy

CVS/pharmacy, the retail division of CVS Caremark Corporation (NYSE: CVS), is America's leading retail pharmacy with more than 7,500 CVS/pharmacy and Longs Drug stores in the U.S. CVS/pharmacy is reinventing pharmacy to help people on their path to better health by providing the most accessible and personalized expertise, both in its stores and online at CVS.com. General information about CVS/pharmacy and CVS Caremark is available at http://info.cvscaremark.com.

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