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Wal-Mart Reveals Fragrance Lineup



Published October 21, 2005
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Wal-Mart is rolling out celebrity-endorsed products made exclusively for the retail store. Wal-Mart is trying to establish itself as a place for fashion as well as bargains. Beauty deals with Ashanti and Jessica Simpson provide customers with products only available at the retailer.
This isn’t the first time Wal-Mart has grabbed an exclusive, the chain was also the first with Enchantment, a fragrance based on the daytime TV soap “All My Children,” the first chain to offer marykateandashley cosmetics and fragrances and it was ahead of the skin care race with Skin Simple from Elizabeth Arden.
Jessica Simpson debuted her Sweet Kisses bath and body line, which offers flavored fragrances, hair and body shimmers, body frosting, plumping gloss and a gift set in three scents—vanilla cupcake, crème brûlée and strawberry.
Pricing is also much lower than similar versions of fragrances sold at other stores. For example, Jessica Simpson’s Deliciously Kissable Lip Fragrance Plumping Gloss retails for about $8.87, while a plumping gloss sold at Sephora retails for about $21.
R&B artist Ashanti has also signed a deal with Wal-Mart. She debuted her Precious Jewels by Ashanti fragrance. She helped develop the fragrance produced by AMC Cosmetics, which is a sparkling, fruity floral. A 0.5-oz. bottle retails for about $15, a 1-oz. for $22.50 and a 1.7-oz for $28.50. The bottle includes a hanging rhinestone and pink jewel charm. A 5.8-oz bottle of fragrance mist and a shimmer stick cost $12 each.


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