The Limited and Shiseido Partner in New Prestige Beauty Brand

The Limited Inc.’s Beauty Corp. and Shiseido Co. Ltd. are partners in aura science LLC, a joint venture, which will build on the strengths of both companies.

“We are enormously excited by the launch of aura science,” stated Robin Burns, president and chief executive officer of aura science, Victoria’s Secret Beauty and Intimate Beauty Corporation. “Aura science was born from a true synergistic global partnership, building on the expertise of two of the industry’s most influential powerhouses, The Limited and Shiseido,” Mr. Burns stressed.

“I’m proud to say that this partnership creates exciting new value,” said Isao Isejima, director, corporate officer responsible for International Operations (Europe and the Americas), Shiseido Co. Ltd. He added, “The aura science brand reflects Shiseido’s strong R&D and product development capabilities. Shiseido has tremendous confidence in the quality of aura science products, and I have high expectations of this new business.”

The brand will open its first aura science retail store on April 12, 2002 at Easton Town Center in Columbus, OH. The company plans on opening a total of ten stores in major U.S. cities as the concept is tested and adapted in 2002. The aura science positioning and product details will be released at the first store opening.

Lynn Emmolo, who was named executive vice president and general manager of aura science in October 2000, is confident that aura science brings something new to the market. “Our goal was to create a truly unique brand, one that connects wit women personally,” Ms. Emmolo said. “We believe we have delivered.”