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Physician’s Formula Aims for Organic Growth

Physicians Formula is introducing new color cosmetics for the face and eyes, all of which bear the Ecocert organic certification.

As a natural extension to its existing Organic Wear lineup, Physicians Formula is introducing new color cosmetics for the face and eyes, all of which bear the Ecocert organic certification.

“We wanted to expand on the ‘green’ aspect of our brand one year after launching into the market and introduce this new infusion of green and glamour to our customers,” said Geri Lieberman, Physicians Formula vice president of marketing. “We wanted to show them that they don’t have to choose between natural ingredients and harsh chemicals.”

As reported in WWD earlier this year, Physicians Formula expects 2008 net sales of between $123 million and $125 million, or an increase of between 10 and 12 percent, respectively.

Lyn Kirby, president and chief executive officer of Ulta, said once Physicians Formula’s Organic Wear was set up in all stores and shoppers understood the natural message, the line caught on and is “doing well.” However, a competitor noted that Ulta has consumers willing to spend more than many mass doors. “For some, we are hearing the price point is hard in this economy,” said another brand president.

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Launching in February in major food, drug and mass retailers, Physicians Formula will introduce five new items — a liquid foundation with SPF 15, a multicolored face sculpting trio, a two-in-one bronzer and blush, mascara and superfruit lip gloss. The items range from $13.95 for the liquid foundation with SPF and face sculpting trio to $7.95 for the superfruit lip gloss.

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Lieberman said the company has made sure that all the items contain the Ecocert organic certification, which means products are free of harsh chemicals, parabens and synthetic preservatives. The certification also means the products are free from genetically modified organisms and synthetic colors and fragrances. In addition, each product is composed of the EcoBlend proprietary complex, which features trademarked formulas OrganiSoy and Eco-Olive, designed to smooth and tone the skin, while protecting it from environmental aggressors. All packaging is made from recyclable cardboard and soy-based inks.

A key highlight in the collection is the Natural Origin Mascara, designed to volumize, lengthen and define the lashes. Available in two shades, the mascara offers up to five times an eyelash boost and is made from a recyclable packaging, which includes a recycled mascara brush.

“Unlike traditional mascaras that use synthetic solvents, which can create dryness and cause breakage, this formula is free from these solvents, parabens and other preservatives and instead uses natural organic ingredients,” said Lieberman.

Some of the natural ingredients used in the mascara formula include rice protein, which forms a layer around the lashes to boost the lashes, in addition to organic orange water and organic beeswax.

With the launches, Physicians Formula is also introducing an advertising campaign to show women that consumers don’t need to sacrifice quality or performance by using more eco-friendly and green products since they can still achieve the same glamorous look. The print and television ads will break in January and will feature a new tag line — “Your beauty. Our passion. We promise.”

“We want to show women that you don’t have to compromise the quality or performance when using more eco-friendly products,” said Lieberman.