By  on March 7, 2008

Mustela, the prestige-positioned brand best known for its mom-to-be and baby skin care products, has entered several chain drugstores this week, keeping in line with its pharmaceutical heritage.

While the initiative is modest — only six Rite Aid stores have received Mustela's Dermo-Pediatrics line for babies with atypical skin — the entry shows that when mass retailers carve out special areas for niche, upscale brands, they will come.

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