Joe Fresh

Nail Polish Adds a Fresh Layer to the Joe Fresh Style Beauty Collection

Signature shade created to support Fashion Targets Breast Cancer campaign

Toronto, ON (March 25, 2010) -- Following the success of the cosmetics launch in 2009, Loblaws is pleased to introduce the new Joe Fresh Style^TM nail polish collection. The collection will be available mid-April in 27 colours.

“Our customers continue to enjoy the Joe Fresh^TM clothing and accessories we bring in each season – and they love Joe Fresh Beauty^TM products,” says Joe Mimran, Creative Director, Apparel, Home and Entertainment, Loblaw Companies Limited. “Nail polish is a fun, inexpensive way to bring a stylish touch to any look and a natural extension to the Joe Fresh^TM brand.”

The new Joe Fresh Style^TM nail polish includes a set of 18 core shades as well as a collection of colours that will change seasonally. For spring 2010, shades like Mint and Faded Violet reflect the soft, pastel colours consumers will see in clothing collections. Joe Fresh Style^TM nail polish has been formulated without formaldehyde, toluene, DBP or camphor and will retail for $4* per bottle or three bottles for $10*.

To celebrate the nail polish launch, and in conjunction with the 2010 Fashion Targets Breast Cancer campaign, a signature Joe Fresh Style^TM nail polish shade has been created to match one of the colours on this year’s target t-shirt. 2010 marks the second year Loblaws will sell the special Joe Fresh Style^TM Fashion Targets Breast Cancer t-shirt to support Rethink Breast Cancer (www.fashiontargets.ca). As with the t-shirt, proceeds from the Joe Fresh Style^TM Wine nail polish colour will raise funds for Rethink Breast Cancer.

Joe Fresh Style^TM Nail Polish Colours:

Core Collection

Spring 2010

Ballet Slipper

Jet

Butter

Base and Top Coat

Nude

Espresso

Berry

Petal

Faded Violet

Buff

Pink

Grape

Cherry

Prune

Ink

Coral

Sun Kissed