Fashion retailer Ann Taylor is set to enter the beauty segment in a big way this Fall with the launch of a new fragrance called Possibilities. It’s all part of a bigger initiative to focus on the beauty category, according to a recent report in Women’s World Daily.

Kay Krill, president and chief executive officer of Ann Taylor said the Thanksgiving introduction of Possibilities will coincide with the debut of Ann Taylor Body Care at all 350 Ann Taylor stores.

Later, more beauty lines will launch in the company’s lower-priced Loft division, as  the company intends to introduce cosmetics into every brand it owns.