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Sporty Skin-Care Brand Mission Playing New Ballgame: Mass Market

This article was originally published in The Rose Sheet

Executive Summary

Athlete-engineered Mission Skincare is preparing for a hard launch of its products in mass market doors and will be serving up a prestige skin-care line promoted by tennis star Serena Williams

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Mission Skincare launches in CVS

Brand founded in 2008 by top athletes Serena Williams (tennis), Mia Hamm (soccer), Sergio Garcia (golf) and Steve Nash (basketball), among others, launches "Active Lifestyle Skincare Destinations" in more than 5,000 CVS/pharmacy locations across the U.S. Kiosks are stocked with lip, face, body and sun-care products, including new Revitalizing Lip Therapy Gel in peppermint, Mega Balm Antioxidant Lip Refreshers in blueberry-pomegranate and acai-lemonade flavors, Replenishing Hand + Body Moisturizer and Rejuvenating Face Moisturizer. "Our customers are smart, savvy and constantly on the go. Whether they're out for a run, chasing their kids around the house or cheering from the sidelines - they're in motion," says Mike Bloom, CVS/pharmacy's senior VP of merchandising. "And with healthy living comes the need for skin care that meets your active needs. That's where Mission Skincare steps in." Mission began rolling out to Lady Foot Locker, Champs Sports, the Vitamin Shoppe and other active-lifestyle stores earlier this year (1"The Rose Sheet" July 13, 2009)

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