Rite Aid broadens Rx Suncare line

CAMP HILL, Pa. Rite Aid is expanding its exclusive Rx Suncare line with two new products, Rx Suncare Sport SPF 70 and Rx Suncare HairGuard.

Rite Aid Rx Suncare products with a sun protection factor carry The Skin Cancer Foundation's seal of recommendation. All items, which are priced under $10, are fragrance free, noncomedogenic, provide stabilized broad-spectrum protection and are supplemented by antioxidant/anti-aging vitamins.

The new Rx Suncare products -- Rx Suncare Sport SPF 70 and Rx Suncare HairGuard -- will be available in Rite Aid stores in California, Colorado, Idaho, Nevada, Oregon and Washington this month and in stores throughout the rest of the chain in April. The new products will be added to Rite Aid's online store at www.riteaid.com in April. The eight other Rx Suncare products now are available online and in all Rite Aid stores.

Rx Suncare Sport SPF 70, which carries The Skin Cancer Foundation's seal of recommendation, capitalizes on the growing demand by consumers for a high SPF. For those participating in sports, Rx Suncare Sport SPF 70 is highly water and sweat resistant, and the 70 SPF gives them better protection for a longer period of time, the retailer stated.

Rx Suncare Hair Guard is a color saver and contains a heat-activated conditioner, providing shine with leave-in conditioners and light reflective micro particles. Equivalent to an SPF 20 on skin, it protects chemically processed hair (color, perms, straightening) from damage caused by UV exposure. UV light exposure dulls color and strips hair of amino acids, making it weak, causing color to fade and ends to split.

Rite Aid stated the new line is part of its strategy to increase its private brand and exclusive brand offerings, as well as continue to position Rite Aid as a health and beauty destination.