Drugstore.com, GNC expand into store-within-a-store concept

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Drugstore.com, an online source for health, beauty, wellness and pharmacy products, opened the General Nutrition Centers store-within-a-store on its site. GNC's own site also is linked to the drugstore.com site. The GNC Live Well store, located in the drugstore.com wellness section, will offer consumers GNC private label products and exclusive PharmAssure brand vitamins and supplements. The GNC Live Well store at drugstore.com also is the only online source for PharmAssure, a new supplements line developed by Rite Aid. It will be officially launched on Oct. 10, with a multimillion-dollar advertising campaign. Cross promotions also will be featured in national TV, print and Internet banner campaigns. Publicis & Blum, New York, is the creative agency for PharmAssure; Connecticut-based Media Partnership is the media planning and buying agency. Financial details were undisclosed.

Copyright October 1999, Crain Communications Inc.

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