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QVC Adds Cream-Based Color Line To Mix

<CS:BOLD>NEW YORK -- It's not hard to see why QVC's new line of color cosmetics is named Crem Color Therapy. Just for starters, each item in the collection is cream-based and designed to provide treatment benefits for the skin.<BR><BR>Allen Burke,...

NEW YORK — It’s not hard to see why QVC’s new line of color cosmetics is named Crem Color Therapy. Just for starters, each item in the collection is cream-based and designed to provide treatment benefits for the skin.

Allen Burke, QVC’s director of merchandising for beauty, calls Crem “a marriage of color and treatment.”

Inspired by “a combination of the aging of America and advances in technology that allow you to approach conventional product types with new formulations,” Burke said, Crem’s key ingredient, hibiscin — a type of botanical milk — “emulates the natural moisture in the skin.” The consumer visage, however, is not the only intended beneficiary of Crem, which is designed to repair, soften and protect as well as fight signs of aging. The collection was also conceived to “continue to enhance QVC as a destination for beauty, a real presence in the category,” Burke remarked.

Crem’s packaging is designed to have a more upscale look. The assortment, which targets women ages 40 and older, ranges in price from $18 for individual eye and lip liners to $59 for a seven-piece brush collection. Five kits priced between $29.75 and $35 will also be available.

Product development firm Johnson Marketing spearheaded the creation of Crem. Burke stopped short of calling Crem a proprietary line, explaining, “We have only one proprietary line in the strictest sense — in that we own it: La Mirador.”

Ten products will bow during Crem’s debut, scheduled for Tuesday at 7 p.m. EDT. The line could be featured again on television during the spring.