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Lumene cosmetics entering the U.S. market in over 4,000 locations of the CVS/Pharmacy chain

CVS/pharmacy, one of the leading drugstore chains in the U.S. with 4,100 stores in 33 states, is a most important strategic partner for Noiro.
CVS had been looking for a unique high-quality European cosmetics series to complement their product range. Lumene, with a strong product and brand philosophy based on purity and substances derived from the Nordic nature, turned out to be the brand and the product that fulfilled the CVS criteria best.
The Lumene brand was test marketed last spring in almost 200 CVS drugstores, with convincing success.
As a new export market, the United States represents one of the biggest steps Noiro has ever taken. The Lumene range will be launched through the CVS/pharmacy outlets as follows:
  • In November 2003, Lumene skin-care products and color cosmetics will become available in 1,100 CVS/pharmacy stores.
  • At the beginning of next year the availability of these product groups will be expanded to 1,300 additional outlets, whereby Lumene skin-care products and color cosmetics will be sold in a total of 2,400 CVS/pharmacy stores.
  • Early next year, the eight top-selling skin-care products will be available in all the 4,100 stores in the chain.
  • Lumene Body Aktiva body-care products are already sold in all CVS/pharmacy stores.
    The Lumene cosmetics range is far and away the market leader in Finland and for a long time it has held an over 25% share of the market for branded cosmetics. Lumene has also made a crucial contribution to the growth and development of Noiro as a whole. Noiro is the only cosmetics manufacturer in the Scandinavian countries with its own product development on an industrial scale. In 2002, Noiro's net sales amounted to EUR 135 million with the Lumene brand representing more than one-third of that figure. Noiro had exports of almost EUR 50 million, and Lumene contributed two-thirds of this with retailers in more than 20 countries. Noiro's new, modern cosmetics factory is located in Espoo, Finland, and the company employs around 850 people.