Body Time has announced the opening of its new store at 2391 Telegraph Avenue in Berkeley, Calif., according to a press release. It is the first new retail store the company has opened in the last 15 years.

Talking about the new store, Body Time president Terra De Almeida said, “We are thrilled to be back on Telegraph Avenue where Body Time got its start 42 years ago. In a sense, this is a ‘Back to the Future’ moment for Body Time. We are going back to our roots while at the same time unveiling our new retail store concept which will eventually be adopted by all of our retail stores. We are hoping to reach a new customer segment and introduce them to our entire offering of premium skin care products. We also want to continue to expose more and more customers to the world of custom scenting. Custom scenting allows the customer to purchase skin care products that are scented to the customer’s preference; not a marketing department’s preference.”

The company expects to build up a unique image for itself through the opening of this store. Almeida also added, “We have spent a lot of time in the last year reviewing our products, developing new packaging and updating our core operating system. We have redesigned our website and have created a new layout for our catalog. Now we want our customers to be able to shop in our newly designed retail store. We want our customers to have an amazing experience in a Body Time store and part of that experience is creating an inviting store environment.”

A family-owned business founded in 1970, Body Time has a product line which is marketed through retail stores and its online site. The product line consists of perfume, skin care, hair care, and body care and bath products. China Rain is the most popular fragrance of the Body Time range of products.