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Marketing in Brief: Virtual Skin

This article was originally published in The Rose Sheet

Executive Summary

Virtual Skin: Pressed powder combines a wet-powder base with a "microfine crosspolymer" to give a smooth, true-color application, Prescriptives said. The powder also contains silica beads and quartz to "reduce the appearance of pores and fine lines," fatty acids and ceramides to "enhance skin's appearance" and lineolic and palmitic acids to condition, the Estee Lauder division noted. The pressed powder is an extension of Virtual Skin foundation, Prescriptives' most successful product, the company said. Virtual Skin concealer, a patent-pending formulation, contains IGI's Novasphere technology to deliver cholesterol, fatty acid and ceramides to the skin. The company will support the products with co-op ads featuring the Virtual Skin family. In addition, 4 mil. direct mail pieces will drop between Aug. 15 and Oct. 1, the company said. Available in September, the pressed powder costs $23 and a .5 oz. concealer is $16...
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