HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By



This article was originally published in The Rose Sheet

Executive Summary

Makeup+ "provides all of the benefits of a cream -- complete coverage, long wear, continuous moisturization, serious skin protection" without the "heavy feel" or "mask effect," the Estee Lauder division says. The product is formulated with light-diffusing ingredients, a non-chemical sunscreen and anti-oxidants. Available in March, Makeup+ is replacing Prescriptives' Exact Color Makeup 2. The new item will be promoted with radio and co-op print ads beginning in late spring. Also, Prescriptives is reformulating light coverage Exact Color Makeup 1 and Exact Color Makeup- 100% Oil Free to include sunscreen and anti-oxidants. The items will be reintroduced in June under the names Makeup 1 and Makeup 3, respectively. Prescriptives' new and reformulated foundations are $28.50 each. Exact Color Soft Matte Makeup and Exact Color Oil Free Makeup are being discontinued. To promote the restructured line, Prescriptives will distribute samples of each of its foundations from Sept. 15 through Oct. 15

You may also be interested in...

OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"

With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program

Beauty Claims Inch Closer To Pharma As Cosmeceutical Sector Expands

Though global market-size estimates differ, analysts at SupplySide West 2010 in Las Vegas agreed that cosmeceuticals remain a promising growth vehicle

NAD Sides With Gillette Over Energizer In Case Examining Schick Razor Ad

The National Advertising Division concludes that by claiming the Schick Intuition Plus razor "lathers, shaves and moisturizes in one easy step," Energizer Personal Care is implying a long-term post-shave benefit comparable to that awarded by leave-on moisturizer, which is not supported by the company's evidence





Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts