Walgreens Launches Private Label BORBA Skin Care Collection

February 1, 2011

Promoted as ‘Inside Out Beauty Solutions,’ Walgreens unveiled its new private label BORBA cosmetics collections available in stores and on the company’s web site.

BORBA as merchandised on an endcap in a Houston store.

The company refers to the skin care products as “cosmeceuticals, supplements and ingestible products aimed at enhancing skin’s youthful appearance through innovative solutions including topical cleansers and moisturizers, vitamin-enhanced water and dietary supplements like fruit or vitamin chews.”

The 27-product collection was developed by celebrity esthetician Scott Vincent-Borba, pioneer of the superfruit skin care movement. Superfruits -- such as açai berry, blueberry, pomegranate, cranberry and grapeseed -- are a class of foods known for their very high nutrient or antioxidant content. Borba’s skin care and ingestible formulations include a number of superfruits to help defend cells against the free radical damage that can lead to premature aging, illness or even disease, the retailer said in a statement.

Included in the line are nine clinically-tested skin care products including Age Defying 4-in-1 Cleansing Treatment, Age Defying Wrinkle Smoothing Serum and PMS Skin Rescue 7-Day Treatment System ranging from $9.99 to $24.99. A 5-piece Age Defying Starter Kit is available for $24.99.

Also featured are nine dietary supplements including Firm & Fit Calcium Chews, Healthy Glow Immunity Drink Mix and Mighty Energy Gummi Mice ranging in price from $14.99 to $19.99.

Additionally, there are four vitamin-enhanced Skin Balance Water formulas and four corresponding Skin Balance Crystalline drink mixes ranging from $1.99 to $6.99.

Borba will make a series of personal appearances at Walgreens stores where he will conduct one-on-one skin evaluations and offer product samples.

Big Flats 1901
With considerably less fanfare, the Deerfield, Ill., company rolled out a new private label beer called Big Flats 1901, retailing for $2.99 for a six-pack and $11.49 for a 24-pack.

Big Flats 1901 beer The beer will be sold in stores across the country where beer sales are permitted. Walgreens currently sells beer in 4,000 of its stores, according to a Crains report in Chicago Business.

The product was developed for Walgreens by the Winery Exchange, which also developed private label alcohol beverages for Costco and Trader Joe’s, according to the report.

SBD Views: So what do cosmetics and beer have in common? They’re both categories that were thought to be the sole domain of national brands where store brands could not compete. Walgreens' new programs provide further evidence that the CPG trained marketing executives that are now developing store brands across the industry have the marketing savvy to go where store brands have not gone before. -- John Failla for Store Brands Decisions

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Keywords: private label baby care, private label beer, private label non-foods

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