Loblaw’s Launches Joe Fresh Bath

Joe Mimran Creative Director for Joe Fresh
Joe Mimran,Creative Director for Joe Fresh Style

Following the success of the Private Brand 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
  • Body Balm – a creamy, exotic scented lotion
  • Body Polish – a foaming and cleansing, gentle gel-based exfoliating scrub that helps remove dead skins cells, leaving skin feeling soft and smooth
  • Body Mist – a light, refreshing mist that leaves skin feeling soft and fragrant
  • Liquid Hand Soap – a hand soap that works into a rich, fragrant lather
  • Scrubbie – available in an array of colours for all over body use

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.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.