Rite Aid Corp (fka RADCQ)

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Rite Aid Launches Its Own Exclusive Rx Suncare Line; Premium Quality Products All under $10 Provide Broad Spectrum Protection with Anti-Aging Vitamins

New Rite Aid Rx Suncare Line Carries Prestigious Skin Cancer Foundation Seal of Recommendation as an Effective UV Sunscreen with SPF 30 to SPF 50; Available Only at Rite Aid Stores Nationwide

Wednesday February 18, 2009, 9:45 am EST

CAMP HILL, Pa.--(BUSINESS WIRE)--Rite Aid today announced the launch of its own exclusive Rx Suncare line, competitive with national brands or items found at high-end specialty retailers in terms of quality but priced much lower. Seven products carry the prestigious Skin Cancer Foundation Seal of Recommendation as an effective UV sunscreen with a sun protection factor (SPF) of SPF 30 to SPF 50 and anti-aging vitamins.

These premium quality products, priced from $2.49 to $9.99, are now available at Rite Aid stores nationwide, along with many other health and beauty items. Products will be available at www.riteaidonlinestore.com by late February.

All items in Rite Aid’s new Rx Suncare line are fragrance free, non-comedogenic (does not block pores), provide stabilized broad spectrum protection and are supplemented by antioxidant vitamins. Products include the following:

- Rx Suncare Lip Balm Sunblock, SPF 45, 1.5 oz.

- Rx Suncare Faces Sunblock, SPF 50, 4 oz.

- Rx Suncare Advanced Protection, SPF 30, 6 oz.

- Rx Suncare Advanced Protection, SPF 50, 6 oz.

- Rx Suncare Sport Sunblock SPF 50, 6 oz. (highly water resistant)

- Rx Suncare Kids Sunblock, SPF 50, 6 oz.

- Rx Suncare Advanced Protection Continuous Spray, SPF 30, 6 oz.

- Rx Suncare Burn Relief Mask, 6 oz.

The SPF rating primarily indicates relative protection from erythema (skin reddening) caused by the sun’s UVB (short-wave) rays. The SPF rating is calculated by comparing the amount of time needed to produce sunburn on protected skin to the amount of time needed to cause sunburn on unprotected skin.

Sun exposure is the main cause of skin damage including sunburn, premature skin aging and most skin cancers. According to The Skin Cancer Foundation, one in five Americans will develop skin cancer in their lifetime.

The Skin Cancer Foundation Seal of Recommendation serves as a useful consumers' health guide to sun protection products. It deems that regular use of these selected sun protection products, when applied properly, may help reduce skin damage due to overexposure to UV rays.

Rite Aid said the new line is part of its strategy to increase its private brand and exclusive brand offerings as well as to continue to position Rite Aid as a first-choice health and beauty destination.

“Suncare product purchases are made primarily in drug stores because sun care is skin care, and skincare is considered a health-related decision,” said Bryan Shirtliff, Rite Aid Senior Vice President, Category Management. “To help our customers make wise suncare choices, Rite Aid and The Skin Cancer Foundation want to educate and raise awareness about the risks and proper prevention of skin cancer from UV rays.”

“Currently, skin cancer is the most common form of cancer in the United States, with more than 1 million cases diagnosed annually across the country,” said Perry Robins, MD, President, The Skin Cancer Foundation. “There are so many sun protection products on the market today that choosing one can be a bit overwhelming. The Skin Cancer Foundation Seal of Recommendation is an easy way for consumers to ensure that they are getting a safe and effective sun protection product.”

To earn the Seal of Recommendation, each of Rite Aid’s Rx Suncare products underwent stringent laboratory testing for safety and efficacy standards, including an SPF of 15 or greater, validation of the SPF number by testing on 20 people, acceptable test results for phototoxic reactions and contact irritation, and substantiation for any claims that a sunscreen is water- or sweat-resistant.

The Skin Cancer Foundation

The first organization in the U.S. committed to educating the public and medical professionals about sun safety, The Skin Cancer Foundation is still the only global organization solely devoted to the prevention, detection and treatment of skin cancer. The mission of the Foundation is to decrease the incidence of skin cancer through public and professional education and research. For more information, visit www.skincancer.org.

Rite Aid Corporation

Rite Aid Corporation (NYSE:RAD - News) is one of the nation’s leading drugstore chains with more than 4,900 stores in 31 states and the District of Columbia with fiscal 2008 annual sales of more than $24.3 billion. Information about Rite Aid, including corporate background and press releases, is available through the company’s Web site at www.riteaid.com.

Note to Editors: Product samples and high-resolution photos of the entire line and individual products are available upon request.

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