Longs Spa Essence
This article was originally published in The Rose Sheet
Executive Summary
Private label bath and body brand launches in Longs Drug's 400 stores as part of new "brand strategy." Thirty-six products include body lotion, softening liquid talc and bath and body gels in four scents: rosemary/raspberry, lavender/peach, eucalyptus/tangerine and freesia/blueberry. Individual products cost $1.49-$6.99 and gift sets are priced at $13.99-$15.99. Spa Essence will be promoted the week of May 19 in Longs' circular, which reaches 8 mil. households. Longs markets 275 other private label beauty products, including sunscreen, hair care, lotions and makeup accessories. The retailer plans to unveil its new strategy at the annual shareholder's meeting May 16