LIMITED-SHISEIDO CHOOSE NAME

NEW YORK — The long-awaited and highly anticipated launch of the joint-venture cosmetics brand conceived by The Limited Inc.’s Intimate Beauty Corp. and Shiseido has taken its first step.
The name of the new brand has been unveiled — Aura Science LLC.
“We are enormously excited by the launch of Aura Science,” stated Robin Burns, president and chief executive officer of Intimate Beauty Corp. and its Victoria Secret Beauty and Aura Science divisions. “Aura Science was born from a true synergistic global partnership, building on the expertise of two of the industry’s most influential powerhouses, the Limited and Shiseido.”
Intimate Beauty originally was formed as a division of Intimate Brands, which is in the process of merging into Limited as a wholly owned subsidiary.
Aura Science will be merchandised through its own freestanding stores. The first is scheduled to open April 12 at Easton Town Center in Columbus, Ohio. A total of 10 stores will open this year.
“I’m proud to say that this partnership creates exciting new value,” said Isao Isejima, director and corporate officer for international operations at Shiseido. “The Aura Science brand reflects Shiseido’s strong R&D and product development capabilities.”
Lynn Emmolo, executive vice president and general manager of the new brand, said it represents “not only a revolution in skin care, but also a new standard in beauty retailing.”
As previously noted, the brand, which now consists of more than 400 stockkeeping units, is expected to generate $1 billion in volume at maturity.

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