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Prescriptives

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
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