Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Rite Aid: Drugstore chain will expand its in-house line of sun-care products to include Rx Suncare Sport SPF 70 and Rx Suncare HairGuard. Sport SPF 70 is water-resistant, "capitalizes on the growing demand by consumers for a high SPF" and features the Skin Cancer Foundation's Seal of Recommendation, while HairGuard contains a heat-activated conditioner and protects chemically processed hair from UV damage. Line extensions answer customer requests and advance retailer's strategy to grow its private-label offering and position itself as a health and beauty destination, firm says. The new products will roll out to stores throughout the country between now and April. They join eight other items in Rite Aid's Rx Suncare line, all of which retail for less than $10 apiece