Joe Fresh Bath line available fall '09

TORONTO, Oct. 20 /CNW/ - Following the success of Joe Fresh Beauty, Joe Fresh Style and Loblaw Companies Limited are launching Joe Fresh Bath, a full range of bath and body products with prices that range from $2 - $6. The collection will be available in over 400 stores across Canada in October 2009.

Joe Fresh Bath offers rich, flavourful scents (lime, grapefruit, nectarine, pomegranate, marine and lemon) and textures with vibrant colour packaging (green, pink, orange, red, blue and yellow). The collection remains true to the Joe Fresh Style brand by offering customers quality products at affordable prices.

"The approach we've used with both the fashion and cosmetics collections translates perfectly to the new bath line. For us, it's always about value, style and quality for our customers," says Joe Mimran, Creative Director, Joe Fresh Style.

	    Joe Fresh Bath collection includes:

	    Body Wash - a fresh foaming body cleanser (250 ml, $4);

	    Body Balm - a creamy, exotic scented lotion (250 ml, $4);

	    Body Polish - a foaming and cleansing, gentle gel-based exfoliating scrub
	    that helps remove dead skins cells, leaving skin feeling soft and smooth
	    (250 ml, $4);

	    Body Mist - a light, refreshing mist that leaves skin feeling soft and
	    fragrant (150 ml, $4);

	    Liquid Hand Soap - a hand soap that works into a rich, fragrant
	    lather ($4);

	    Scrubbie - available in an array of colours for all over body use ($2).
	    

The collection also features a special Wash & Go with Joe travel kit, featuring Body Wash, Body Balm, and Body Polish in convenient 50 ml travel sizes. The travel kit retails for $6.

For store locations across Canada, visit www.joe.ca/beauty.

	    ABOUT LOBLAW COMPANIES LIMITED
	    ------------------------------
	    

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 139,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice(R), no name(R) and Joe Fresh Style(R) brands. In addition, the Company makes available to consumers President's Choice Financial(R) services and offers the PC(R) points loyalty program.

For further information

For visuals, interviews, or product samples, please contact: Kayla Radke, Jane Gill & Associates, (416) 922-4404 x27, kayla@janegillpr.com
Shauna McMahon, Jane Gill & Associates, (416) 922-4404 x26, shauna@janegillpr.com