WOONSOCKET, R.I. — CVS/pharmacy is relaunching the color cosmetics segment of its exclusive Nuance Salma Hayek brand with newly formulated and repackaged products that will begin appearing in stores in March.

On Wednesday the drug chain released a video promoting the cosmetics products, describing them as “a luxurious collection enriched with exotic ingredients.”

The Salma Hayek beauty collection, co-created in 2011 by the company and actress Salma Hayek, quickly became the best-selling proprietary brand in CVS’ history. Now the cosmetics segment of the brand is being replaced with 37 new SKUs, at prices ranging from $10.99 to $14.99. The improved line includes a moisturizing lipstick, a cream concealer, eye shadows and other products.

“This new collection of cosmetics is truly premium quality, and we are proud to offer our customers exclusive brand products that help her feel both healthy and beautiful,” said Cia Tucci, vice president of store brands and quality assurance at CVS/pharmacy.

Hayek played a central role in creation of the line, CVS said, and the video features the actress talking about the ingredients used in the new cosmetics products, which she describes as treatments.

The company is hoping the revamp of the brand’s makeup offerings will benefit the entire Nuance Salma Hayek brand, which at its launch comprised some 160 products in four categories — skin care, cosmetics, hair care and body.