Shiseido Co., Ltd. Details of revolutionary new skincare concept revealed at premier aura science retail store COLUMBUS, Ohio, April 12 /PRNewswire-FirstCall/ -- The Limited, Inc.'s (NYSE: LTD) Intimate Beauty Corporation and Shiseido, Co., Ltd. today introduced aura science, an innovative, new beauty company. The premier store opened today at Easton Town Center in Columbus, Ohio. As many as ten other stores are scheduled to open in major U.S. cities by the end of 2002, including Chicago, Washington D.C. and Miami. (Photo: http://www.newscom.com/cgi-bin/prnh/20020412/CLF011-a http://www.newscom.com/cgi-bin/prnh/20020412/CLF011-b ) aura science was born from a true synergistic global partnership, built on the expertise of The Limited and Shiseido -- two of the beauty industry's most influential retail and product development powerhouses. Leslie H. Wexner, Chairman and CEO, The Limited, Inc., and Akira Gemma, Chairman of the Board, Shiseido Co., Ltd. celebrated today the opening of the first aura science store in Columbus. "Today marks an exciting time for the beauty industry," Wexner said. "aura science showcases The Limited's strength in retailing and brand development and Shiseido's global expertise in product research and development. Together, we have created a new standard in beauty retailing." "We are committed to aura science, and with the continued support of our partners at The Limited, I am certain that aura science will become a brand embraced by women throughout the world," added Gemma. Robin Burns, President and CEO, aura science, Victoria's Secret Beauty and Intimate Beauty Corporation, further defined the new brand, "aura science is a complete beauty destination that focuses on skincare throughout each phase of a woman's life. We offer every woman a brand that approaches her as an individual-one that listens and understands her specific beauty needs and desires." aura skincare aura science provides individual care for a woman's individual skin during every phase of her life. Personalized in four distinct SkinPhases -- each serving three skin types -- the signature aura3system (consisting of Cleanse, Prep and Hydrate) guarantees the customer optimal daily skincare, and her best skin. In addition to daily skincare, the Aura Skincare lineup includes Aura Skincare Pure (for sometimes-sensitive skin) and Aura Skincare Special Needs (anti-aging, de-stressing and blemish control products). In total, the Aura Skincare collection consists of over 60 stock keeping units (SKUs). "aura science is inspired by the individual beauty of every woman," said Lynn Emmolo, EVP and General Manager, aura science. "Our technologies respond to a woman's individual skin and provide the best skincare to meet her evolving beauty needs." aura color and aura luxuries To meet a woman's complete beauty needs, aura science also offers Aura Color, a sophisticated assortment of color cosmetics that brings the latest shades and styles to life. Luxurious textures, high quality ingredients and a broad assortment of color, from fashion to ultimate classics, give every woman the opportunity to look her best. With over 240 SKUs, the full product range includes foundations, powders, concealers and visually vibrant, modern colors for the eyes, cheeks, lips and nails. Aura Luxuries, unique lifestyle accessories, complement both the skincare and color collections. the aura science customer experience Each customer entering aura science is greeted with a soothing, warm hand towel, instantly creating an incredibly personal shopping experience. Next, an expertly trained aura science Specialist helps the customer quickly find her SkinPhase through innovative touch-screen technology. The aura science Specialist then recommends a customized aura3system to bring her skin to its optimized, natural state. The store atmosphere is stimulating -- both visually and emotionally. It is modern, white-on-white, with radiating light that brightens, energizes and invites. The images are provocative, and the space is easy to shop. Designed by noted London architect David Collins, the store emanates warmth at every turn. Definitively unique, the aura science package design conveys modern femininity with its soft, sensual shapes. The products are packaged in vibrant, saturated colors, a signature mark of the aura science brand. where will beauty evolve next? The second aura science store is scheduled to open in May at Woodfield Mall, in Schaumburg, Illinois, a Chicago suburb. It is followed by four additional openings in Spring 2002: Water Tower Place in Chicago; Garden State Plaza in Paramus, New Jersey; Pentagon City in Arlington, Virginia; and Montgomery Mall in Bethesda, Maryland. 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 4,601 specialty stores. Victoria's Secret products are also available through the catalogue and www.VictoriasSecret.com . 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. SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT 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. MAKE YOUR OPINION COUNT - Click Here http://tbutton.prnewswire.com/prn/11690X93233380 SOURCE The Limited, Inc. -0- 04/12/2002 /NOTE TO EDITORS: B-roll and press-ready images available to media. Photo link on news release will be active after 3 p.m. EDT, April 12, 2002. /CONTACT: Debbie Mitchell of The Limited, Inc., +1-614-415-7555, or email@example.com/ /Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20020412/CLF011-a http://www.newscom.com/cgi-bin/prnh/20020412/CLF011-b AP Archive: http://photoarchive.ap.org PRN Photo Desk, 888-776-6555 or 212-782-2840/ /Web site: http://www.limited.com http://www.VictoriasSecret.com/ (LTD) CO: Limited, Inc.; Intimate Beauty Corporation and Shiseido, Co., Ltd. ST: Ohio IN: REA HOU SU: PDT -0- Apr/12/2002 15:29 GMT
New Prestige Beauty Brand Unveiled by The Limited, Inc. and
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