Press Releases

Shoppers Drug Mart Expands Exclusive Label Repertoire with Launch of Baléa

Oct 15, 2009

    New health and beauty lifestyle brand to provide Canadians with a fresh
    experience from head to toe

TORONTO, Oct. 15 /CNW/ - Expanding its already impressive cache of exclusive brands, Shoppers Drug Mart® unveils Baléa®, a new line of health and beauty lifestyle products that offer both quality and affordability. Baléa invites shoppers to experience the brand 'from head to toe,' with a comprehensive range of products that includes hair care and skin care for the whole body, from facial wipes and lip balms to shampoos, body lotions and foot creams. Baléa makes it easy to find what you need with seven sub-brands: Baléa Kids, Baléa Hair, Baléa Face, Baléa Hand, Baléa Body, Baléa Bath and Baléa Shave.

"Canadians are looking for trusted, go-to brands for their important everyday health and beauty needs - and Baléa answers this demand," says Luchien Hoving, Senior Vice President, Global Sourcing, Corporate Brands and Exclusives, Shoppers Drug Mart. "Shoppers Drug Mart has established itself as a destination for health and beauty aids, offering innovative and quality brands and products. Baléa is a welcome addition to our house of brands and will provide our customers with an elevated sensory experience in this category," says Hoving.

Baléa is available exclusively at more than 1,160 Shoppers Drug Mart and Pharmaprix stores across Canada, a convenience that fits in with Canadians' increasingly busy, active lifestyles. The new line will boast more than 130 items to choose from by the end of 2009, with hundreds more to follow in 2010.

Baléa offers a unique sensory experience that sets it apart from other brands in the health and beauty lifestyle category, elevating regular everyday items to a new level. With ingredients and fragrances that are sure to awaken the senses, Baléa products are meant to be 'experienced' and enjoyed, rather than merely 'used.' Unique ingredient and scent combinations include white ginger and nectarine (deodorant), vanilla and coconut (shampoo), and nectarine and yogurt (shave cream). Baléa also adds value to everyday items such as razors, by offering a triple blade for more effective results and built-in aloe and shea butter for instant moisturizing, and multipurpose 3-in-1 cleansing cloths.

About Shoppers Drug Mart Corporation

Shoppers Drug Mart Corporation is one of the most recognized and trusted names in Canadian retailing. The Company is the licensor of full-service retail drug stores operating under the name Shoppers Drug Mart (Pharmaprix in Québec). With more than 1,160 Shoppers Drug Mart and Pharmaprix stores operating in prime locations in each province and two territories, the Company is one of the most convenient retailers in Canada. The Company also licenses or owns more than 38 medical clinic pharmacies operating under the name Shoppers Simply Pharmacy (Pharmaprix Simplement Santé in Québec) and four luxury beauty destinations operating as Murale. As well, the Company also owns and operates 66 Shoppers Home Health Care stores, making it the largest Canadian retailer of home health care products and services. In addition to its retail store network, the Company owns Shoppers Drug Mart Specialty Health Network Inc., a provider of specialty drug distribution, pharmacy and comprehensive patient support services, and MediSystem Technologies Inc., a provider of pharmaceutical products and services to long-term care facilities in Ontario and Alberta.

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For further information: Media Contacts: Sherry Lawlor, LexPR Canada, (416) 542-9140 x3366,; Jess Way (bilingual), LexPR Canada, (416) 542-9140 x3363,; Tammy Smitham, Director, Communications & Corporate Affairs, Shoppers Drug Mart, (416) 490-2892,