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Marketing in Brief: Prescriptives

This article was originally published in The Rose Sheet

Executive Summary

Prescriptives: Uplift Firming Eye Cream "help[s] diminish the appearance of fine lines and wrinkles" with natural polymers and "optical enhancing ingredients," Prescriptives said. Enzyme inhibitors "help impede the damaging breakdown of elastin and collagen," while Novaspheres deliver moisture to the skin, according to the Estee Lauder division. The eye cream also contains wheat protein to "help firm the eye area" and hyaluronic acid to "bind water to skin cells," Prescriptives said. The plant extract centella asiatica "supports collagen and elastin synthesis for long-term firming," the company added. The eye cream is a follow-up to Prescriptive's Uplift Active Firming cream, which debuted in October 1995. On-counter in December, a .5 oz. eye cream will be priced at $35...

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