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Shoppers Drug Mart brings Joe Fresh Beauty to stores

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TORONTO — Shoppers Drug Mart is building on an already strong beauty care offering with the addition of the Joe Fresh Beauty collection.

Canada’s largest drug chain said Thursday that more than 150 Joe Fresh Beauty cosmetics products are now on shelves at 850 Shoppers Drug Mart and Pharmaprix nationwide. With prices ranging from $8 to $18, items include makeup for the face, cheeks, eyes and lips. New Joe Fresh Beauty offerings — core and seasonal cosmetics — are slated to be added regularly, the retailer said.

Plans call for Joe Fresh Beauty products to launch exclusively at Shoppers Drug Mart and Pharmaprix drug stores and later to be rolled out to other Loblaw Cos. retailers in Canada, including the supermarket banners Loblaws, Real Canadian Superstore and Provigo.

“With its modern range of essential beauty items, Joe Fresh Beauty is a welcome addition to the cosmetic aisles at Shoppers Drug Mart and part of our ongoing commitment to provide Canadians with the best retail beauty experience,” Kelly Jessop, vice president of category management at Shoppers Drug Mart, said in a statement. “Our growing cosmetics selection, combined with Canada’s most popular rewards program, Shoppers Optimum, and the expertise of in-store beauty advisers, has made Shoppers Drug Mart the beauty destination of choice for Canadian women.”

Specific Joe Fresh Beauty products being sold at Shoppers Drug Mart and Pharmaprix stores include the Daily Boost Fluid Foundation, a hydrating formula with antioxidants; Tinted Brow Fix for expert brow shaping and long-lasting color; Hydra Lash Nourishing Mascara, enriched with argan oil and featuring a silicone brush; and Lip Crème that helps condition lips while providing saturated color.

Customers also can use select Joe Fresh Beauty products for the mass beauty brand’s 5 Minute Face system, which gives women a convenient and effective solution for the daily makeup routine, Shoppers Drug Mart added. The retailer has created a dedicated Joe Fresh Beauty product page on its website that also includes a video spot on the brand’s debut at the drug chain plus how-to beauty articles and video segments.


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