WALGREENS SECRET IS OUT

Byline: Laura Klepacki

NEW YORK — Walgreens has quietly followed its chief competitors into the private label fragranced bath business.
Eckerd unveiled Comfy in February 2000, CVS followed in April 2000 with Essence of Beauty, and a year later, Rite Aid came out with Pure Spring, Elsewhere and Soaked in Tickles. Walgreens responded this month with Secrets of Paradise.
As seen in a New Jersey store, the core items in Secrets of Paradise include a 6-oz. body mist, an 8-oz. moisturizing bath and shower gel, an 8-oz. body lotion and a 6-oz. jar of whipped body lotion souffle. Items are $4.99 each or any two for $9. Scents include sunrose and raspberry, sweet pear and apple blossom, Oriental poppy and grape, Lotus Blossom and ripe cherry, wild lavender and exotic iris and freesia and sugarmelon. The mist, body lotion and shower gel are also available in a 2.7-oz. size for $1.99 each. A sprinkling of gift sets is part of the mix, such as a basket with a 6-oz. mist, 2.7-oz. lotion and bath sponge for $7.99. There are also scented bar soaps for $2.99.
To spur trial, Walgreens is offering a buy-one-get-one-free coupon for the 2.7-oz. mist, lotion and gel, in its circular this week. The offer is good through Saturday.
A Walgreens spokeswoman said the collection is available chainwide. The company declined to comment on whether it planned to break into other beauty categories like cosmetics.

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