BODY IMAGE: Eckerd Drug Store’s private label cosmetics brand, Mira, is expanding into spa and body care. Naturally Mira spa includes 21 items, such as cleansers, lotions, creams, moisturizers, masques, gels and aromatherapy products. There are also 17 bath accessory items. The line began shipping to select Eckerd stores in May and is now available nationwide. Prices range from $1.29 for a bath pouf to $19.99 for cleansers and lotions, such as Skin Primer & Protector with White Tea.

According to Kathy Steirly, Eckerd vice president of merchandising, Beauty Group, Naturally Mira will be promoted in circulars and with in-store graphics and displays. Naturally Mira is merchandised in a three-foot section in the bath area. Steirly explained that a gap in the category left open a prime opportunity for Eckerd to enter the mix with its own line. “The customer has become more aware of luxury items, which have really only been available at specialty stores and at spas.” Naturally Mira gift sets for holiday are set to launch in October.

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