Addressing skin care needs with Receutics

To help differentiate in the beauty aisle, Rite Aid earlier this year launched an exclusive skin care line called Receutics Active Skin Repair, which ranges in price from $9.99 to $49.99. Each Receutics product is formulated to support the skin’s natural improvement processes, enhancing overall health and appearance.

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It’s currently in 250 stores, but the company expects to have it in 650 locations this summer, and plans to roll it out chainwide soon after, Tony Montini, Rite Aid EVP of merchandising told DSN. “We developed this line of products — it’s proprietary to us,” he said. “We conducted extensive research and worked with several focus groups, and got some great feedback. It’s like nothing else that exists in our store, and it’s like no other line that anybody else has right now.”



That research included feedback from Rite Aid pharmacists, who sampled the line before it was launched publically.



“One of the reasons why we developed Receutics is because we believe there is a strong need in beauty with skin care,” Montini added. “Beauty is an extremely important category for us. It’s one of our front-end pillars, and we are continuing to build upon it.”