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Mass Makeup Gets Techy and Natural in ’10

New color technology at Revlon and sustainable packaging and corrective color innovation by Physicians Formula among some of the most relevant launches.

New items for 2010 continue to roll out to store shelves, with new color technology at Revlon and sustainable packaging and corrective color innovation by Physicians Formula among some of the most relevant launches to hit the cosmetics aisle.

At Revlon, two new franchises are entering the scene: ColorBurst, a 20-shade lipstick line, and PhotoReady makeup, a foundation and powder collection.

Executives at the leading mass market lip brand said they saw an opportunity “to offer new technology,” according to Donna Baird, vice president of marketing, hence ColorBurst’s lip-hugging formulas that use weightless, high-pigment color-release technology called Elasticolor. Shades were selected by Revlon global artistic director Gucci Westman. ColorBurst, a prestige-positioned range with an embossed Revlon stamp on the lipstick, will sell for $8.99.

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PhotoReady makeup “uses coated pigments that bend and reflect light,” said Annette Falso, vice president of worldwide marketing product development for Revlon, a must-have for the high-definition generation. “We started to think, how can we bring [HDTV] to the consumer and make it relevant?” she said of the idea behind PhotoReady. The foundation has been formulated to “take you through the business day and into dinner” with photochromatic pigments. Revlon, which has the number-one mass foundation franchise with ColorStay Makeup based on dollar volume, “did intense consumer testing with all types of different lighting, making sure she looked nice from one environment to the next,” Falso said.

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Formulas are oil free, fragrance free and have an SPF 20. Packaged in a pump bottle and available in 12 shades, PhotoReady will sell for $13.99. There are also three shades of PhotoReady powder, as well as a translucent finisher, which will sell for $12.99.

Revlon also is launching an Illumination collection, which includes Age Defying Spa Face Illuminator, a brush-on cream to be worn with or without foundation. To promote Illumination, Revlon is putting together a campaign called “Revlon Says: Illuminate,” which will feature actress Jessica Biel in ads, who is making her debut as a Revlon spokeswoman this month.

Famed photographer Mario Testino shot all of Revlon’s print ads for this year, which feature a bevy of celebrity spokesmodels, including Jessica Alba for ColorBurst Lipstick, Halle Berry for PhotoReady and Elle Macpherson for Age Defying.

At Physicians Formula, chief executive officer Ingrid Jackel said this year will see more consumers interested in natural cosmetics, and makeup sales growth over the next five years will stem directly from natural beauty items. With that in mind, Physicians Formula kept its focus on natural ingredients and sustainability for many of its first-half launches. Bamboo Wear, perhaps its most notable effort, is a line of naturally sustainable Bamboo Silk Face Powder and Bamboo Silk Bronzer formulas, to be placed in a bamboo compact, complete with a brush and mirror, which will be sold separately.

Each powder and bronzer offers three shades and is formulated to even skin tone, absorb excess oil and smooth skin’s surface. Formulas are free of parabens, synthetic preservatives and synthetic fragrances. The compact comprises two compartments — one that houses a powder refill and one that has a full-size mirror and bamboo brush applicator. Jackel said the compact “will last forever” and will sell for $6.95. Refills will sell for $9.95.

Physicians is taking minerals to corrective color with its Mineral Wear franchise, launching three new items that have been formulated to address hiding imperfections, evening out skin tone and highlighting skin. There’s a Talc Free Mineral Correcting Concealer, which includes a trio of corrective cream concealers packaged in snap-in vials. Each set includes a natural concealer (to cover) and a pink concealer (to highlight). Consumers can choose whether they want their third concealer to either address dark circles and other bluish imperfections (delivered with a soft yellow concealer) or correct blemishes and red imperfections (found in the soft green concealer). Kits will sell for $8.95 each. There’s also a Talc-Free Mineral Correcting Powder, which blends pink, green, yellow and natural tones to deliver a primer, corrector and skin tone evener in one pan. The Correcting Powder compact includes a mirror and a brush and will sell for $13.95. A Talc-Free Mineral Illuminating Powder Duo SPF 16 allows users to create their own foundation shade to highlight and contour. Available in three shades, it will sell for $13.95 and be available in March.

The firm also is launching Healthy Wear, a new platform that meshes with Physicians Formula’s medical heritage and includes three products that aim to give a burst of color to skin while also protecting it from UVA and UVB rays. There’s Healthy Wear SPF 50 Tinted Moisturizer, a first of its kind to the mass market, as well as a Healthy Wear SPF 50 Powder Foundation, and an SPF 50 Pressed Bronzer, each of which will offer four shades and sell for $14.95.

Jackel said the firm has been working on sunscreen boosters so Healthy Wear formulas can reach very high SPF levels without having to use too much sunscreen. “The sunscreen boosters triggered the Healthy Wear line,” she said, adding that formulas have SPFs made with zinc oxide and titanium, but that the SPF boosters allow for about two-and-a-half times longer protection. Healthy Wear will carry a Skin Cancer Foundation seal.

Sources noted that Physicians distribution will drop to 23,700 this month from 29,500 as the brand exits Walgreens. Physicians would not confirm the loss of Walgreens as a retail partner. Overall, Jackel said she is “satisfied” with the brand’s performance “as our top retail partners for 2010 have plugged us into their national campaigns.”

Physicians, the mass market’s leader in bronzers and concealers, is working on a high-end makeup line for a prestige European retailer.