Rite Aid Launches New Exclusive Skin Care, Bath and Body Lines Nationwide April 1

CAMP HILL, Pa.--(BUSINESS WIRE)--Rite Aid Corporation (NYSE:RAD) today announced the debut of a new c.booth derma skin care line created exclusively for Rite Aid and a new line of Rite Aid’s Pure Spring bath and body products, both capitalizing on the latest health and beauty trends. All products are now available in the more than 5,000 Rite Aid stores nationwide.

Many Rite Aid stores also have added a natural organics section including bath, body and skin care products, reflecting the continuing trend of consumers wanting more environmentally friendly, natural or organic products.

Health and beauty care spending is up 4.5 percent from a year ago, according to U.S. Department of Commerce figures, and anti-aging skin care products are among the top 10 beauty trends for 2008, reported SpaFinder Magazine. Consumers say the pressure to look good is greater now than ever before, according to a global beauty survey by The Nielsen Company. With baby boomers spending more to maintain their looks, their offspring also realize the importance of starting beauty regimens at an earlier age.

Rite Aid said the new lines are part of its strategy to increase its exclusive brand offerings as well as to continue to position Rite Aid as a first-choice beauty destination.

“Consumers are always looking for the latest trends in skin care and bath and body,” said Rite Aid Senior Vice President Bryan Shirtliff. “At Rite Aid we’re giving them the best of the new trends and products lines they won’t find anywhere else along with the convenience of their neighborhood drugstore.”

Rite Aid’s exclusive bath, body and skin care products are competitive with items found at high-end specialty retailers in terms of quality but are priced much lower. Seventy-six new exclusive products are being introduced in skin care and bath categories alone, including 15 products in the new c.booth line of skin care products and 61 products in the Pure Spring line of bath and body products.

c.booth

Well-known skin care specialist Colleen Booth, who has played a key role in bringing some of today’s best-known beauty brands to America’s high-end specialty and department stores, has developed an exclusive high-end branded line for Rite Aid: c.booth clinically formulated skin care. Each product is under $20.

The exclusive c.booth derma line is designed to improve the overall health of skin for teens and adults of all ages, including men. Because healthy skin requires both preventive and corrective care, the line includes derma P-17 for problem skin, derma C-24 for everyday healthy skin maintenance and protection and derma M-36 for mature skin.

Rite Aid also will carry c.booth Skin Below The Chin, a complete therapeutic collection created for the entire body – below the chin – and all priced between $6.99 and $9.99. Three scents – Spun Sugar, Fresh & Clean, and Iced Lemon – are featured in five products: Vitamin Complex pH-Balanced Body Cleanser, Repair and Replenish Body Moisturizer, Turn Back Time Body Scrub, Ceramide Night Renewal Body Crème and Vitamin E Nourishing Dry Oil Body Mist.

Pure Spring

The new line of Rite Aid’s exclusive brand Pure Spring bath and body products features four distinct scents based on current customer demand and trends: Vanilla Cream, Juicy Apple, Cherry Blossom and Jasmine Tuberose.

All fragrances are available for the four-step daily bath ritual: shower gel, hand cream, body lotion and body mist. Specialty body treatment items include body cream, body butter and shimmer lotion. Giftables include effervescent bath fizzies, foaming bath confetti, sampler/travel sets, large gift boxes and large tote bags. Prices range from $5.99 for individual items, with sampler sizes at $1.69, and gift sets priced at $5.99, $9.99 and $12.99.

Natural Organics

Rite Aid also has added a natural organics section to the bath and body department of many of its stores, in tune with the growing trend of consumers wanting more natural or organic products. In another nod to the natural trend, many of the new offerings are mineral-based.

Customers will find cosmetics, skin and sun care products, body lotions and more from popular brands such as Greenland, Body America – Organics with Attitude, Giovanni, Yardley, Queen Helene Organic Fair Trade, Jason Natural, Alba Botanica, Alba Botanica Hawaiian, Avalon Organics and Physicians Formula in these new sections.

Rite Aid Corporation is one of the nation’s leading drugstore chains with more than 5,000 stores in 31 states and the District of Columbia with fiscal 2008 annual revenues of more than $24.3 billion. Information about Rite Aid, including corporate background and press releases, is available through the company’s website at http://www.riteaid.com.

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