From Bloomies to Bentonville, Arden goes mass. (Elizabeth Arden to launch Skinsimple skin care line in Wal-Mart).(Merchandising: HBC)(health and beauty care)(Brief Article)

Just over a month after Estee Lauder announced a deal to create beauty brands for Kohl's, prestige fragrance and beauty company Elizabeth Arden finalized plans to launch a brand new skin care line called Skinsimple in 2,200 Wal-Mart stores this March. Skinsimple targets all women's skin care needs with a daily regimen approach. The 8-SKU line ranges in price from $7.38 to $13.48 and includes products such as Efficiency Expert 2-in-1 cleaner/toner, Quench Your Thirst Moisturizer Lotion SPF 15 and Beauty Sleep Nighttime Moisturizer Cream.

"Skinsimple is intended for a modern woman who has a lot going on in her life," said Dara Kennedy, marketing manager for Skinsimple. …