Marketing in Brief: Prescriptives
This article was originally published in The Rose Sheet
Executive Summary
Prescriptives: Virtual Skin foundation has a "special affinity for the skin so it looks totally natural in any light source, at any angle," the Estee Lauder division said. The foundation includes Novaspheres, which contain cholesterol, fatty acids and ceramides that "enhance the skin's appearance and boost the skin's protective barrier," the company added. Virtual skin, with SPF 10, also contains hyaluronic acid to moisturize skin and antioxidants to "eliminate free radicals," Prescriptives said. Available in 28 shades including Real Gold, Real Vanilla, Real Suede and Real Dusk, a 1 oz. bottle of Virtual Skin will cost $28.50. The foundation will be backed by a single-page launch campaign tagged "The Future of Makeup" breaking in September issues of Allure, Cosmopolitan, Elle and Martha Stewart Living. In October, two-page ads in Allure, Cosmopolitan and Glamour will include Virtual Skin sample packets...