NEW YORK — Aura Science, the joint venture between The Limited Inc.’s Intimate Beauty Corp. and Shiseido Co. Ltd., is steaming ahead with plans to open 25 stores in the next 12 to 18 months. And the product assortment also is being expanded, with a trio of women’s fragrances and the first antiaging cream to be added to the skin care and color cosmetics brand.

And while the fledgling brand has only been in business for seven months — since opening on April 12 the first of what will soon be nine stores — some important lessons have been learned.

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