WOONSOCKET, R.I. — Actress Salma Hayek is slated to introduce her own line of beauty care and skin care products exclusively in CVS/pharmacy locations.
The line, to be called Nuance, is expected to debut in August. It will include products for hair, skin, body and face. Items in the Nuance line will carry price points ranging from $7.99 to $19.99.
Hayek says that she has been wanting to create a cosmetics line for nearly a decade. She describes the Nuance collection as a tribute to her grandmother, a cosmetologist who was adept at creating unique beauty products from traditional Native American and Mayan ingredients.
In interviews to promote the new line, Hayek has said that her grandmother didn’t have a wrinkle on her when she died at age 96. For instance, Hayek explains, Nuance products are formulated with tepezcohuite, a shrub that is native to Mexico and Brazil and is touted for its healing and regenerative properties, and concha nacar, which is recognized as a skin-lightening agent that prevents sunspots as well as changes in pigmentation.
Nuance is believed to be the first full-line beauty collection supported by a celebrity to be exclusive to a drug store.
CVS executives say that such a distinction is important and will help set the chain apart from other drug store retailers in the increasingly competitive beauty care market.
Although the Nuance line will encompass the entire spectrum of categories in beauty care, each product will be merchandised in its respective segment, according to executives at CVS. In addition, plans call for an end-cap display in stores that will showcase the entire line, executives add.
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