Skin care company started by pro athletes teams with CVS

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NEW YORK — CVS Caremark Corp. this week plans to roll out displays showcasing new products from MISSION Skincare, founded by tennis star Serena Williams and other famous athletes, in the beauty aisle of more than 5,000 drug stores nationwide.

Dubbed "Active Lifestyle Skincare Destinations," the displays will feature lip, face, body and sun care products targeted at consumers who live an active and healthy lifestyle, MISSION Skincare said Monday.

The company was launched last year by Williams, soccer star Mia Hamm, swimmer Amanda Beard, pro golfer Sergio Garcia, basketball star Steve Nash, pro baseball player David Wright and other athletes.

Six products will be launched: Revitalizing Lip Therapy Gel (peppermint), Mega Balm Antioxidant Lip Refreshers (blueberry-pomegranate and acai-lemonade), Replenishing Hand+Body Moisturizer and Rejuvenating Face Moisturizer.

The nourishing skin and lip care products, featuring vitamins and antioxidants, will be available exclusively in the Active Lifestyle Skincare Destinations at CVS/pharmacies starting in November.

"Our customers are smart, savvy and constantly on the go. Whether they’re out for a run, chasing their kids around the house or cheering from the sidelines, they’re in motion," Mike Bloom, senior vice president of merchandising for CVS/pharmacy, said in a statement. "And with healthy living comes the need for skin care that meets your active needs. That’s where MISSION Skincare steps in with products developed and tested by the world’s greatest athletes for use by everyday people on the go."

Williams, honored this week as one of Glamour magazine’s 2009 Women of the Year, commented that she is "extremely excited to be working with CVS/pharmacy to launch this new skin care destination, because people who exercise regularly as part of a healthy lifestyle often overlook the fact that they have different skincare needs."

The MISSION Skincare items will be available in CVS stores as well as on CVS.com.

"Having the opportunity to work with CVS/pharmacy to bring our skin care innovations to ‘soccer moms’ and families across the U.S. is a huge opportunity for our company," stated Hamm.


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