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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Prescriptives: Estee Lauder division launches print ad campaign spotlighting new logo and "Custom Beauty" tagline. First ad, breaking in August books, supports Super Line Preventor, while four future adds will support additional products in the Prescriptives lineup. Ads feature full body shots of different models beside life-size products; each ad uses a model of a different ethnicity in an attempt to appeal to the "global woman," according to company. New products debuting in September under Prescriptives include Powderful Adjustable Coverage Pressed Powder ($28) and Camouflage Kit Full Coverage Concealer ($27)...

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