Limited and Shiseido Make Scents

The Limited Inc. (Columbus, Ohio) has entered into a joint venture with Shiseido Co. Ltd. (Tokyo) to create a new beauty products retail brand, to be called aura science.

The first aura science store will open on April 12, 2002, at Easton Town Center in Columbus. The company plans on opening 10 stores in major U.S. cities this year as it tests and develops the concept. The brand's positioning and product details will be unveiled at the Easton store opening.

According to Lynn Emmolo, the new brand's vp and general manager, “aura science represents not only a revolution in skincare, but also a new standard in beauty retailing. Our goal was to create a truly unique brand, one that connects with women personally.” Emmolo had previously been senior vp of global and U.S. marketing for Avon.

“aura science was born from a true synergistic global partnership,” said Robin Burns, president and ceo of aura science, “building on the expertise of two of the industry's most influential powerhouses, The Limited and Shiseido.”

Shiseido is the leading cosmetics company in Japan. Its products are sold in 72 countries worldwide, with overseas sales accounting for 17.8 percent of its fiscal 2001 revenues.