Beauty Buzz. Physicians Formula Cosmetics Launches Skincare Line

May 27, 2011 • Beauty, Fashion Blog, Lifestyle, Retail Detail

Products in the new Physicians Formula Skincare line

Physicians Formula has always been skincare minded.  The cosmetics line has built a name for itself over 74 years by creating  makeup geared toward solving skin-centered problems. So it was only a matter of time until the cosmetics company came out with their own skincare line. The cosmeceutical range, called Physicians Formula Skin Care, will launch exclusively at Wal-Mart this August.

The line will join the other doctor-inspired lines currently carried at Wal-Mart, including Dr. LeWinn by Kinerase and Cosmedicine. The line will focus on three main skincare areas, namely Aging (purple), Moisture Balance (blue) and Sensitivity & Redness (red). Each regimen includes three steps: cleanse, moisturize and treat.

Chairman and chief executive officer Ingrid Jackel told WWD that the skin care direction was a natural move for the brand. “We were a doctor’s brand from inception,” she said. Carmen Bauza, Wal-Mart’s vice president and divisional merchandise manager of beauty and personal care agreed. “As we looked at the white space, we noticed the dermatologist brands in the prestige channel, and we looked at how to bring that part of the business to mass,” she said.

Marketing efforts will begin in August with a print ad campaign in beauty and lifestyle books, as well as through various social media efforts. The brand also has tapped New-York-based dermatologist Meghan O’Brien, M.D., as the line’s consulting dermatologist. Reps for Physicians Formula Skin Care said the skincare line will expand distribution to other mass retailers by next year.

-Alia Rajput

Article and Photo Source: WWD

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