CVS Expands Essence of Beauty Line

CVS/pharmacy has added to their private label fragrance and body care line, Essence of Beauty. The expanded and refreshed bath and body collection delivers four new fragrances created by renowned perfumers. CVS has also launched a new shea treatment line.

Essence of Beauty's advanced formulas contain fine ingredients, including nourishing and calming passion flower seed oil, high in anti-inflammatory essential fatty acids and Vitamin C, as well as antioxidant-rich rice bran oil, which contains Vitamin E to help protect and hydrate skin while fighting free radicals. Products in the Essence of Beauty line are now free of parabens, phthalates, petrolatum, gluten, and artificial dye, responding to customer desires for more natural formulas. Additionally, Essence of Beauty is not tested on animals.

"Since its launch 10 years ago, Essence of Beauty has consistently been one of the best-selling fragrance and body care brands at CVS/pharmacy," said George Coleman, vice president of Store Brands at CVS/pharmacy, in a press release. "By partnering with some of the best master perfumers in the industry to create new fragrances and enhanced formulas exclusively for our customers, we've developed an extensive line of high-quality products that offer at-home indulgence while maintaining the accessibility and affordability that shoppers have come to expect from CVS/pharmacy."

The Essence of Beauty Fine Fragrance Collection now consists of fourteen distinct scent offerings, including four new master-crafted scents and the Shea Indulgence treatment line.

In addition, the current best-selling fragrance lines – Sweet Paradise, Cool Rain, Sensual Night, Island Dream, Citrus Coconut, Japanese Garden, Lilies & Freesia, Sun Blossom, and White Lavender – have been refreshed with new formulations and packaging. All fragrances are available in a variety of products, including Fine Fragrance Body Mists, Bath & Shower Gels, Body Lotions, Body & Hand Creams, and Travel Collections. Prices range between $1.99 and $12.99.

First launched in 2002, the Essence of Beauty line began with 40 products and now includes more than 100 items in the line, including fragrance, body care, and pampering bath accessories.

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