New Prestige Beauty Brand Unveiled by The Limited, Inc. and


                         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.  
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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 
dmitchell@limited.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
 
 
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