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Migros Launches New PL Toiletries Line

Published on Sep 6 2013 9:40 AM in Private Label

Migros Launches New PL Toiletries Line

Swiss grocer Migros has launched a new line of toiletries at 'rock bottom prices' called Bellena.

The new line of cosmetics, consisting of a range of 41 products for face, body, hair care and men, replace some of the retailer's other private label toiletry offerings in their M-Classic and M-Budget ranges.

The new products have been reformulated slightly, prices have been lowered and, according to Migros, the range's bright red packaging has been designed to 'speak to customers and make them curious'.

'All products are dermatologically tested Bellena and skin compatibility is confirmed', Migros stated.

The complete Bellena line is available in larger Migros stores, with around half of the products on offer in smaller Migros stores.


© 2013 - ESM: European Supermarket Magazine by Ellen Lunney

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