Mass marketer Rite Aid Corporation premiered a new skin care line created exclusively for Rite Aid called c.booth derma, as well as a new line of Rite Aid’s Pure Spring bath and body products nationwide.

Many Rite Aid stores also have added a natural organics section including bath, body and skin care products, reflecting the continuing trend of consumers wanting more environmentally friendly, natural or organic products.

Rite Aid said the new lines are part of its strategy to increase its exclusive brand offerings as well as to continue to position Rite Aid as a first-choice beauty destination. Seventy-six new exclusive products are being introduced in skin care and bath categories alone, including 15 products in the new c.booth line of skin care products and 61 products in the Pure Spring line of bath and body products.

“Consumers are always looking for the latest trends in skin care and bath and body,” said Rite Aid Senior Vice President Bryan Shirtliff. “At Rite Aid we’re giving them the best of the new trends and products lines they won’t find anywhere else along with the convenience of their neighborhood drugstore.”