NEW YORK — In addition to Prescriptives’ Colorprinting and Custom Blend, the company has a full plate of new fall products, including a volumizing mascara and a powder foundation.

Lash Envy Volumizing Mascara, $19, is now being launched. The light formula is blended from silica and a polymer used as an additive to reinforce cement in the construction business. The company asserts that the formula boosts volume by 200 percent. In addition, the dual-bristle brush contains a blend of soft and stiff fibers, designed to create a more even and uniform application on the lash.

The company will enter the powder foundation market in September with the launch of AnyWear Multi-Finish Powder Foundation, $32.50. Produced in 24 shades, the new compact foundation is designed for maximum flexibility: When applied wet, it creates a velvety-soft finish; when applied dry, it offers a fuller, matte finish. “We wanted to spin the idea of coverage toward customization, providing customers with any type of wear for different types of coverage,” said Elana Drell Syzfer, vice president of global marketing.

Another new item, included in the Envious color collection, is a powder blush called Cheek Silk.

All new products will be available at Prescriptives’ full distribution in 800 doors, including Federated Department Stores Inc., Dillard’s, Nordstrom, Bergdorf Goodman and select Neiman Marcus and Bloomingdale’s stores. The items will also be sold online at

Lash Envy Volumizing Mascara will be supported in-store by a vigorous sampling program, which will include a 14-day supply of the mascara, as well as by makeovers focusing on the eyes. Print advertising will appear in newspapers. With any $32.50 purchase of AnyWear Multi-Finish Powder Foundation, consumers will receive a five-item gift-with-purchase. Both products will also be supported by a direct-mail campaign that will be sent to about one million people.

While executives declined to comment on numbers, industry sources estimated that Lash Envy Volumizing Mascara could do $5 million in first-year retail sales, while AnyWear Multi-Finish Powder Foundation could bring in $10 million. About $7 million will be spent on advertising and promotion for both items.

This story first appeared in the July 14, 2006 issue of WWD. Subscribe Today.

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