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Kohl’s To Create Elle Beauty Collection

Cosmetics, skin care line to hit stores in 2012.

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By: TOM BRANNA

Editor, HAPPI

Kohl’s Corporation plans to expand the Elle-branded contemporary lifestyle collection into beauty, with a line of cosmetics that will hit Kohl’s stores nationwide and Kohls.com in Spring 2012.

The Elle expansion news follows a similar announcement by Kohl’s to roll out a line of cosmetics under the Simply Vera Wang banner.

The Elle-branded fashion collection initially launched in Kohl’s 2007 and has since expanded into shoes and home goods.Kohl’s will also roll out a line of Elle jewelry, the company said.

“Elle has consistently exceeded our expectations in the contemporary category and with its demonstrated success, we are confident the brand will continue to be instrumental in driving our exclusive brand strategy,” said Don Brennan, Kohl’s chief merchandising officer. “Expanding Elle into additional categories allows us to increase the value proposition to our customer and delivers on our commitment to offer world-class brands in each category.”

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