MediaBuyerPlanner: Ann Taylor is stepping into the beauty category with the Thanksgiving-week launch of a branded body-care line in 350 stores nationwide.
A new fragrance, Possibilities, is slated to launch as well, with a fragrance for its lower-tier line, Ann Taylor Loft, in the works for next fall, writes WWD (via Brandweek).
The beauty category is expected to add as much as $15 million in sales in the first year.
Ads in Glamour and O: The Oprah Magazine will support the launch, along with an ad in InStyle which will include a scent strip.
Ann Taylor Stores net income plummeted nearly 27 percent for the second quarter, according to the article.
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