RITE AID SET FOR SPLASHDOWN OF SPECIALTY BATH PRODUCTS

STEPHANIE LOUGHRAN

CAMP HILL, Pa. -- Rite Aid here has made good on its promise to increase its private label offerings by launching three new exclusive bath and body lines, according to Sarah Datz, spokeswoman for the drug store retailer.

"This is by far the largest initiative in this area -- part of our strategy for the next year is to increase our private brand offering," she said. "Nationally, the specialty bath and body category has grown tremendously, and the strategy is to capitalize on that."

The three exclusive lines -- Pure Spring, Elsewhere and Soaked In Tickles -- cater to different customer segments. The introduction of the private label products is part of Rite Aid's effort to update its mix and attract new customers.

Positioned as an upscale line, Pure Spring features single food-oriented scents like citrus, green tea and brown sugar. Pure Spring includes shower gels, body sprays, scented candles and unique items like tea bags for the bathtub.

Regarding the reasoning behind choosing such edible-type flavors, Datz said, "These are very popular flavors that have been well-received by the general public."

Elsewhere is designed to appeal to a broader customer base with mood names like Calming, Cheerful and Dreamy. Items in the line include body lotions, shower gels and candles.

Soaked In Tickles is geared specifically for children, according to Datz. The four tear-free bath and body products are modeled around a goldfish motif. Flavors range from a banana split to vanilla whipped cream. The line has a playful quality. Items like bubble bath are packaged with a bubble wand. A hair and body wash contain toy fish swimming inside.

According to Datz, more products will be added to the line.

Presently, 92 stockkeeping units, including gift sets, are contained in all three lines. Retail prices range from $4.99 for bar soap to $7.99 for specialty items like bath salts in the Pure Spring line. Gift sets run from $12.99 to $14.99, depending on size. The entire Elsewhere line is priced individually at $5.99, while the gift set is tagged at $9.99. All four Soaked In Tickles products are priced at $4.99.

The retailer is supporting the private label with an aggressive in-store advertising strategy, which includes a center spread in their April 15 in-store circular, front door posters and wall clings, ceiling signs to communicate each brand, and shelf signs displaying each specific product. "The signage is designed to catch the attention of customers from the point of entry to the store to all the way into the bath and body department," according to Datz.

"We saw an opportunity to grow our bath and body business by attracting new customers, while continuing to position Rite Aid as a beauty destination," Datz said. She said these lines are replacing its current private bath and body line, Spring Garden, a smaller offering.

Datz said Rite Aid worked with private label manufacturers Mana Products, New York, and Cosmetica Laboratories, Toronto, on this endeavor.