CVS

Drug Store News,  Nov 3, 2003  by Molly Prior

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Retailer News--CVs aims to make high-end male grooming products more acceptable and, ultimately, to drive sales to the category by becoming the first chain drug store in the United States to carry the United Kingdom-born male skin care and cosmetics brand XCD: Enhance Camouflage Defend from King of Shaves.

King of Shaves, the No. 2 shave brand in Britain, developed the five-item line with makeup artist John Gustafson. The line was introduced as a three-year exclusive to leading U.K. drug chain Boots The Chemist. Items, priced at $15 each, include Defender Facial Moisturizer, Enhancer Self Tan Facial Moisturizer, Improver Tinted Moisturizer, Perfecter Smoothing and Mattifying Gel and Reviver Eye Creara. All five SKUs will be available in 2,500 CVS stores next month.

The King of Shaves shave lotions will roll out to all 4,100-plus CVS stores in March. CVS has inked a two-year exclusive deal with King of Shaves to carry XCD and will support the launch with an endcap display featuring National Basketball Association star and King of Shaves spokesman Jason Kidd of the New Jersey Nets.

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