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Kroger grocery stores debut private brand beauty line

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USAToday.com reports that United States grocery retailer, Kroger has expanded its private brand beauty line, calling it "Mirra." Kroger says it's had double-digit percentage increases in sales during the slow, almost-quiet roll-out of the Mirra beauty line that began last October, according to TimesUnion.com.

The Private Label Manufacturers Association says overall, store brands last year hit new highs of 23.7% of items sold in U.S. supermarkets, 18.7% of sales and $55.5 billion total sales. Store brands accounted for 15.7% of health and beauty products sold in supermarkets, said the trade group, using Nielsen Co. research.

Kroger's definition of Mirra - mirra' combines quality, natural ingredients with the latest science to meet 3 different needs: Daily - routine personal care; Renew - a rejuvenating time out; and Inspire - quick transformations for a night out.

What do you think of Kroger's move into private brand beauty? With it's success, will we see other grocers expanding their private brand offerings?

Learn private brand secrets from Target, Safeway, Meijer Stores and more at The Private Brand Movement // September 27-29, 2010 // Hotel Sax - Chicago. Visit the website to download the brochure, check out the excellent speaker line-up and register for this premiere event!

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