Physicians Formula, known for its problem-solution approach to beauty, plans to enter 2014 with a more glamorous and youthful spirit.
The brand, which was purchased by Markwins International Corp. for roughly $75 million a year ago, will roll out a new tag line, Rx for Glamour, along with a robust product offering.
Ingrid Jackel, Physicians Formula’s chief executive officer, said the positioning does not signal a change in direction, but more loudly touts its point of difference in the mass market. “We are just putting the brand on steroids,” she said. Advertising is getting juice too. Jackel said the company will support the new tag line and products by increasing its advertising budget by a whopping 400 percent across print and digital. Based on its 2011 advertising spending of $11.8 million, Physicians Formula’s amped up budget translates to an estimated $59 million.
Taking a page from apparel retailer H&M, Physicians Formula’s upcoming ad visuals feature slick photography of a model and a product and include the item’s price point.
“The creative execution, in terms of photography, is an upgrade from what we’ve had before,” said Jackel. “The visuals look extremely upscale, so we included the price points so that the consumer knows where to find the brand. [The ads] beautifully convey health and glamour.”
On the new product front, Physicians Formula is adding to its assortment with a bevy products across the multifunctional and cosmeceuticals segments.
New lines for 2014, include Super CC+ Color-Correction face items and Nude Wear powder, blush and bronzer. These follow Sexy Booster eye products and Youthful Wear face items, which were first introduced this year and will be expanded in 2014.
Some of the standout products slated for March include Bronze Booster Glow-Boosting BB Cream SPF 20, billed as the first mass market glow-and-bronzer boosting BB Cream, Powder Palette Multi-Colored Custom Blush in shades tailored for blondes and brunettes, and Sexy Booster “Va Va Voom” Volume Mascara.
Jackel continues to remain close to the product development. “I’m very protective of that process,” she said.
“The growth that we’ve been able to demonstrate has helped us to find space for all these new innovations,” said Jackel. “We are outpacing the category,” she declared, noting that the brand’s sales gained about 3 percent over the last week period, citing Nielsen data, while cosmetics category sales ticked up 1 percent.
Jackel said, “We are a significant force to be reckoned with.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty