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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Tarte Cosmetics: Among Tarte's six new items for fall, announced June 2, is Lifted, an eyelid primer that tightens lids and the eye area with Firmitol firming complex, which contains gamma-aminobutyric acid to "assist in the relaxation of facial nerves," as well as extracts of ginseng, purslane and centella asiatica for "an instant wrinkle-reducing effect." Lifted awards a 51% reduction in the appearance of fine lines and wrinkles 10 minutes after application, Tarte says. Firm also highlights use of EcoPure additive in packaging, which it says allows plastics to completely biodegrade in less than 1 to 5 years. Also launching in August are Femme Fatale & Femme Naturale eye palettes, each containing 10 shadows, brush and eyeliner. Eyeshadow pans are recyclable and palette is refillable, company notes. Exclusively at Sephora Tarte will roll out Natural Beauty Complexion Collection kit housing five cosmetics and foundation brush. New shades of Green Siren wax cheek stain and 24/7 Natural Lip Sheer with SPF 15 also will debut. Products will retail for $20 to $54 and will be available at Sephora, Henri Bendel and boutiques beginning in August 2009

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Chart: Weekly Trademark Review -- Nov. 2, 2010

Weekly Trademark Review
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