Science and Beauty

aura science, a new beauty company formed by The Limited Inc.'s Intimate Beauty Corp. and Shiseido Co. Ltd. , opened its first store this week at Easton Town Center (Columbus, Ohio).

As many as 10 other stores are scheduled to open in major U.S. cities by the end of 2002, including Chicago, Washington, D.C., and Miami. Leslie Wexner, chairman and ceo of The Limited Inc., and Akira Gemma, chairman of Shiseido Co. Ltd., joined two of the beauty industry's more influential retail and product development teams. The Limited's Intimate Brands division operates Victoria's Secret and Bath & Body Works. Shiseido Co. Ltd. is the leading cosmetics company in Japan.

“aura science showcases The Limited's strength in retailing and brand development and Shiseido's global expertise in product research and development,” says Wexner. “Together, we have created a new standard in beauty retailing.”

“We are committed to aura science and, with the continued support of our partners at The Limited, I am certain that aura science will become a brand embraced by women throughout the world,” added Gemma. Robin Burns, president and ceo of aura science (as well as Victoria's Secret Beauty and Intimate Beauty Corp.), said, “aura science is a complete beauty destination that focuses on skincare throughout each phase of a woman's life. We offer every woman a brand that approaches her as an individual — one that listens and understands her specific beauty needs and desires.”

In addition, to its skincare products, aura science also offers Aura Color, an assortment of color cosmetics. Each customer entering aura science is greeted with a warm hand towel before one of the aura science specialists helps her find her SkinPhase through new touch-screen technology.

The store was designed by London architect David Collins. It is modern, white-on-white, with radiating light and provocative images. The aura science package design is meant to convey “modern femininity” with its soft, sensual shapes, in vibrant, saturated colors, all of which will be a signature mark of the aura science brand.

The second aura science store is scheduled to open in May at Woodfield Mall (Schaumburg, Ill.), to be followed by four additional openings later in the spring: at Water Tower Place (Chicago); Garden State Plaza (Paramus, N.J.); Pentagon City (Arlington, Va.); and Montgomery Mall (Bethesda, Md.).