So Goes the Quest for Beauty

Limited Brands Inc. (Columbus, Ohio) has announced plans to close its nine freestanding aura science stores and to expand distribution of the product line into some of its other stores.

The beauty and healthcare line, which began as a new retailing co-venture with Japanese cosmetics giant Shiseido, will soon be sold in more than 300 Victoria's Secret Beauty stores and at selected Bath & Body Works stores in 2004.

In 2003, Limited experimented with the products in 25 Victoria's Secret Beauty stores and says the test results were strong.

“Since launching aura science in 2002, the brand has demonstrated consistently growing customer appeal and we now recognize an opportunity to accelerate its growth through a broader product distribution strategy,” said Robin Burns, president and ceo of the Limited Brands' Intimate Beauty Corp., Victoria's Secret Beauty and aura science division.

“We've enjoyed a great long-term relationship with Shiseido, leveraging their global experience and beauty expertise,” said Limited Brands chairman and ceo Leslie Wexner. “Shiseido is an excellent partner and we look forward to continuing to work with them as we grow the aura science brand to its fullest potential, and look to other ventures with Shiseido.” Shiseido will remain Limited Brands' partner in product development and manufacturing.