The Limited, Inc. and Shiseido Co., Ltd Announce New Prestige

                         Beauty Brand 
                               - aura science LLC - 

  NEW YORK, March 22 /PRNewswire-FirstCall/ -- The Limited, Inc.'s 
(NYSE: LTD) Intimate Beauty Corporation and Shiseido Co., Ltd. today announced 
the name of their joint venture -- aura science LLC.  
"We are enormously excited by the launch of aura science," stated Robin 
Burns, President & CEO, aura science, Victoria's Secret Beauty and Intimate 
Beauty Corporation.  "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."  
Mr. Isao Isejima, Director, Corporate Officer responsible for 
International Operations (Europe and the Americas), Shiseido Co., Ltd., 
commented, "I'm proud to say that this partnership creates exciting new value. 
The aura science brand reflects Shiseido's strong R&D and product development 
capabilities.  Shiseido has tremendous confidence in the quality of aura 
science products, and I have high expectations of this new business."  
The first aura science retail store will open on April 12, 2002 at Easton 
Town Center in Columbus, Ohio. The company plans on opening a total of ten 
stores in major cities throughout the country as the concept is tested and 
further developed in 2002.  The company plans to unveil the brand's 
positioning and product details at the opening of the first store.  
According to Lynn Emmolo, Executive Vice President & General Manager, 
"aura science represents not only a revolution in skincare, but also a new 
standard in beauty retailing.  Our goal was to create a truly unique brand, 
one that connects with women personally.  We believe we have delivered."  
Lynn Emmolo was named Executive Vice President & General Manager of aura 
science in October 2000.  Previously, she was Senior Vice President of Global 
& U.S. Marketing for Avon.  
  About The Limited, Inc.:  
The Limited, Inc., through Victoria's Secret, Bath & Body Works, Express 
(Women's and Men's), Lerner New York, Limited Stores, White Barn Candle Co. 
and Henri Bendel, presently operates 4,606 specialty stores.  Victoria's 
Secret products are also available through the catalogue and .  
  About Shiseido Co., Ltd.:  
Shiseido Co., Ltd., founded in 1872, is the leading cosmetics company in 
Japan. Its cosmetics for women and for men, sold in 72 countries worldwide, 
accounted for 76.3 percent of its revenues for fiscal 2001, ended March 31, 
2001. Toiletries accounted for a further 12.8 percent of fiscal 2001 revenues, 
and salon products, pharmaceuticals, health and beauty foods and other 
products/operations 10.9 percent. The Shiseido Group consists of the parent 
company, 99 subsidiaries (92 of which are consolidated) and seven affiliates 
worldwide (as of March 2002). Overseas sales accounted for 17.8 percent of 
fiscal 2001 revenues.  
OF 1995: All forward-looking statements made by the Company in this release 
involve risks and uncertainties and are subject to change based on various 
important factors, many of which may be beyond the Company's control. 
Accordingly, the Company's future performance and financial results may differ 
materially from those expressed or implied in any such forward-looking 
statements. Words such as "estimate," "project," "plan," "believe," "expect," 
"anticipate," "intend" and similar expressions may identify forward-looking 
statements. The following factors, among others, in some cases have affected 
and in the future could affect the Company's financial performance and actual 
results and could cause actual results for 2002 and beyond to differ 
materially from those expressed or implied in any forward-looking statements 
included in this release or otherwise made by management: changes in consumer 
spending patterns, consumer preferences and overall economic conditions; the 
potential impact of national and international security concerns on the retail 
environment; the impact of competition and pricing; changes in weather 
patterns; political stability; postal rate increases and charges; paper and 
printing costs; risks associated with the seasonality of the retail industry; 
risks related to consumer acceptance of the Company's products and the ability 
to develop new merchandise; the ability to retain, hire and train key 
personnel; risks associated with the possible inability of the Company's 
manufacturers to deliver products in a timely manner; risks associated with 
relying on foreign sources of production and availability of suitable store 
locations on appropriate terms and other factors that may be described in the 
Company's filings with the Securities and Exchange Commission. The forward- 
looking information provided in this release is based on information available 
to the Company as of the date of this press release. The Company does not 
undertake to publicly update or revise its forward-looking statements even if 
experience or future changes make it clear that any projected results 
expressed or implied therein will not be realized.  
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SOURCE  The Limited, Inc.  
-0-                             03/22/2002  
/CONTACT:  Trisha White of aura science LLC, +1-212-904-7828, or; or Debbie Mitchell of The Limited, Inc., 
+1-614-415-7555, or; or Takafumi Oba of Shiseido Co., 
Ltd., 81-0-3-3572-5111, or  

    /Web site: 

CO:  Limited, Inc.; Intimate Beauty Corporation; Shiseido Co., Ltd.; aura  
 science LLC 
ST:  Ohio, Japan 
-0- Mar/22/2002 12:29 GMT
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