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Elizabeth Arden Brightens Up Tinted Moisturizer Category

NEW YORK — Elizabeth Arden is lighting up its color cosmetics presentation this spring with a new tinted moisturizer. <br><br>Sheer Lights Illuminating Tinted Moisturizer SPF 15, the brand’s newest product, is designed to hit counters in...

NEW YORK — Elizabeth Arden is lighting up its color cosmetics presentation this spring with a new tinted moisturizer.

Sheer Lights Illuminating Tinted Moisturizer SPF 15, the brand’s newest product, is designed to hit counters in May.

“Tinted moisturizer is a popular option to foundation, and we feel that we have a formula that takes the concept to a new level,” said Anita Genco, director of marketing, color cosmetics, for Elizabeth Arden. “This product goes past the basic benefits of most tinted moisturizers — it’s a multipurpose formula which perfects skin in a quick, easy application.”

The oil-free application, which contains antioxidants and vitamins A, C and E, is designed to minimize imperfections in the skin by employing optical diffusers and skin illuminating pigments, said Genco. A silicone-glycerin formula is said to assist skin in attracting and retaining water.

Sheer Lights Illuminating Tinted Moisturizer will be available in four shades: fair, light, medium and deep. A 1.7-oz. tube will retail for $25.

The lineup will be available in Elizabeth Arden’s full U.S. distribution of 1,500 department and specialty store doors. While Genco wouldn’t comment on projected first-year sales, industry sources estimated that the range would do about $1.5 million at retail in its first year on-counter.

While national advertising for the product is not currently planned, its promotion will include more than 500,000 carded samples at launch, as well as posters and counter merchandisers featuring spokesmodel Catherine Zeta-Jones.