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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Prescriptives: Virtual Youth, brand's first treatment foundation, contains polypeptides and white birch extract, which "works on the underlying support system of skin," Estee Lauder division claims. Continued use of products "helps prevent elastin breakdown and increases collagen synthesis," company adds. Foundation will come in 30 shades for $32.50 each. Firm also launching Super Line Corrector Skin Care Regimen, featuring products formulated with skin mending complex. Line includes lifting day cream SPF 15 ($65), firming night cream ($65) and smoothing cleanser ($25). Products are launching in January. Ads for Virtual Youth will break in February books...
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