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Max Factor Foundation Offers Personalized Color, Coverage

This article was originally published in The Rose Sheet

Executive Summary

Max Factor Colour Adapt is formulated to cover varying skin tones while offering the coverage of a foundation and the feel of a tinted moisturizer, Procter & Gamble said

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Max Factor: Colour Adapt line will expand with the launch of a pressed powder in January, Procter & Gamble division says. Like Colour Adapt Liquid Makeup, which bowed early this year, product adapts to 95% of skin tones, Max Factor claims (1"The Rose Sheet" Oct. 13, 2003, p. 4). Powder is formulated with "a precision concentration of advanced, microscopic Colour Adapt particles combined with a sheer dual talc system that reflects underlying skin tones," according to the firm. Colour Adapt Pressed Powder will be available in fair, light, medium and deep shades for $8.95. P&G will support the launch with in-store promotions, firm says...

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