Beauty Buzz. Almay Launches Pure Blends…Au Natural

November 7, 2008 • Beauty


Two major beauty trends of late? Eco-friendly and rediscovering (or for some, discovering) drugstore makeup. According to WWD, drugstore favorite Almay is launching Pure Blends, which buzz already has as ‘awesome.’

Even though Almay executives recognize that organic — let alone natural — makeup isn’t new to the market, the brand wanted to capitalize on the trend
and further its positioning, which has been about the natural woman,
innovation and strengthening Almay’s hypoallergenic heritage, said
Elizabeth Crystal, senior vice president of Revlon and Almay Color

to a retailer from a regional drug chain who has been presented Pure
Blends, the new range “will give Physicians [Formula, which launched a
color cosmetics line with an EcoCert certification earlier this year] a
run for its money.”

Source & Photo: WWD

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