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.
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
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
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
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
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.
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SOURCE The Limited, Inc.
/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
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/Web site: http://www.limited.com
CO: Limited, Inc.; Intimate Beauty Corporation and Shiseido, Co., Ltd.
IN: REA HOU
-0- Apr/12/2002 15:29 GMT
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