By  on May 27, 2011

Physicians Formula, the cosmetics line known for its problem-solution approach, aims to go below the surface by introducing a skin care regimen. The cosmeceutical range, called Physicians Formula Skin Care, will launch at Wal-Mart this August and be carried exclusively in 2,500 of its doors through yearend.

Physicians Formula views its entrance into the skin care category as a return to the 74-year-old brand’s heritage. Chairman and chief executive officer Ingrid Jackel said it was a natural extension for the brand. “We were a doctor’s brand from inception,” she said.

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