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Physicians Formula Launches Argan Oil Makeup

Argan Wear is a collection of makeup infused with argan oil encompassing everything from a BB Cream to Argan Oil Blush.

Ingrid Jackel, president of Physicians Formula Inc., thinks the mass-market beauty business is starting to perk up. Retailers said her company launched some of the most promising new items that are starting to lure shoppers back to drug and discount stores.

“The beginning of this year is far more dynamic than 2014,” said Jackel, citing Nielsen numbers revealing cosmetics dollars are up 7 percent for the first quarter. “This is stronger growth for the category than we’ve seen in a while. With a 10 percent growth, based on Nielsen, Physicians Formula outpaces the category.”

Retailers said Physicians Formula’s innovation-driven strategy is paying off. Two items were identified by chain representatives as notching double-digit gains with only a short time on shelves — The Eye Booster Instant Lash Extension kit and Argan Wear.

The Eye Booster kit, which retails for $14.95, is a two-step mascara that builds lashes in minutes to achieve the look of false lashes. Argan Wear is a collection of makeup infused with argan oil encompassing everything from a BB Cream to Argan Oil Blush. The range is priced from $12.95 for Ultra-Nourishing Argan Oil Blush to $14.94 for Argan Oil Bronzer.

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Among the other new items in Physicians Formula’s arsenal for 2015 include a new mascara and a 100 percent natural beauty balm cream under the Organic Wear franchise. There’s also a new liquid Nude Wear foundation, Nude Wear Touch of Glow Stick, a Beauty Balm Stick, several new bronzers, shimmer eyeliner and shadow and a Cheek & Lip Beauty Balm.