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Marketing in Brief: Cosmair

This article was originally published in The Rose Sheet

Executive Summary

Cosmair: L'Oreal Luminair Lightweight Creme-Powder Makeup will debut with a $1.2 mil. print ad budget; ads break in November, Cosmair says. The foundation and powder in one, absorbs oil and "keep[s] breakthrough at bay all day," the firm says. Since it does not contain any water, Luminair can be worn for "up to six hours with no touch-ups." Available in October in eight shades, the .17 oz. compact will cost $9.25. In February, .04 oz. samples will sell for $1.99...
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