CVS’ Essence of Beauty Charters New Fragrance Depths


This fall, CVS/pharmacy is delving deeper into the world of perfumery via its proprietary fragrance and body care brand, Essence of Beauty, which launched in 2002.

Essence of Beauty
The Essence of Beauty Fine Fragrance Collection Body Mists.

CVS—the operator of more than 7,400 stores stateside—has invited four master perfumers to create signature scents for its forthcoming Fine Fragrance Collection, each inspired by distinct themes.

The new fragrances include: Secret Woods and Forever Paris—developed by Cosmo International’s Constance Georges Picot; In The Tropics by Mane’s Shinta Judana; and Wind Kissed by Arnaud Winter—also of Cosmo International.

A Shea Indulgence Shea Butter Treatment line will also be available.

Each new scent will be available in six different product categories—Fine Fragrance Body Mist, Bath & Shower Gel, Body Lotion, Body & Hand Cream, Hand Sanitizer and in Travel Collections—with prices ranging from $1.99 to $12.99.

Wind Kissed
The Wind Kissed collection

Secret Woods conjures the mystery of a hidden forest with pomegranate, jasmine petals and warm vanilla musk. Forever Paris evokes the “city of love” with Parisian rose, tulips and strawberry. In The Tropics comprises pink grapefruit, juicy pomelo, wild agave, cyclamen flowers and sandalwood cream. And Wind Kissed captures spring flowers dancing in the breeze with cotton flower, mimosa and white amber.

Shea Indulgence Shea Butter Treatment includes tiare flower, shea butter, coconut milk and warm vanilla.
In addition to the new scents, all nine existing Essence of Beauty fragrance lines have been reformulated to include flower seed oil, vitamin C and rice bran oil. Packaging has also been updated to reflect the indulgent scents and advanced formulations within.

Going forward, in response to consumer requests for more natural formulations, all Essence of Beauty products will be stripped of parabens, phthalates, petrolatum, gluten, artificial dyes—and they will not be tested on animals.

“Since its launch ten years ago, Essence of Beauty has consistently been one of the best-selling fragrance and body care brands at CVS/pharmacy,” stated George Coleman, the company’s vice president of store brands. “By partnering with some of the best master perfumers in the industry to create new fragrances and enhanced formulas, we’ve developed an extensive line of high quality products that offer at-home indulgence while maintaining the accessibility and affordability that shoppers have come to expect from CVS/pharmacy.”

The line launches this September exclusively at CVS/pharmacy locations and on—which will feature in-depth perfumer interviews, an interactive scent finder and online-only deals.

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