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Bloom

This article was originally published in The Rose Sheet

Executive Summary

Mascara and Sheer Colour Cream are latest additions to quirky color cosmetics brand. Bowing now, water-resistant mascara in shades such as Jet Black, Ebony Brown, Goddess Green and Amethyst, has "smooth, creamy application" that thickens and lengthens lashes, firm says. Sheer Colour Cream multi-purpose makeup designed to accent and highlight. Each pocket-sized pot of color, ranging from Glow (sheen) to Dewy (pink) respectively, to Sun Kissed (dark pink), is infused with lavender essential oil. Launch of mascara and cream, retailing for $14 and $13, in line with CEO Natalie Bloom's goal of creating full color collection (1"The Rose Sheet" Oct. 11, 1999, p. 8). Bloom will introduce one new item each month, including premier liquid foundation and concealer sticks. Trio Eye Shadow Kits and Lip Gloss Kits slated for fall introduction. Bloom is negotiating distribution expansion from specialty outlets to upscale department stores

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