Physicians Formula Cosmeceutical Skin Care Exclusively at Walmart
Physicians Formula Holdings, Inc. today announced that the Company has developed a new skin care line, under its Physicians Formula brand name. Starting at the beginning of August, the line will be carried exclusively in approximately 2,500 Wal-Mart doors, with the potential to expand to other retailers in 2012. It will initially be shelved in Wal-Mart’s skin care department next to other cosmeceutical skin care lines. The line will include 14 SKUs, which the Company will begin shipping to Wal-Mart this month.
Physicians Formula cosmeceutical skin care is a major strategic development for the Company, which had been previously focused on color cosmetics. The Company believes that its seventy-four year legacy as a doctor-founded, problem/solution brand makes skin care a natural extension of its efforts. Expanding into this new category will increase awareness of the brand, which is one of the Company’s main strategic objectives, as well as increase revenue potential and diversify the Company’s sales and risks.
The Physicians Formula cosmeceutical skin care line was developed in-house by the Physicians Formula R&D and product development teams. It is formulated to create visible results for the consumer with innovative technology and ingredients, while also simplifying the process of choosing the correct skin care for one’s individual needs. The line includes three regimens focused on the most common skin concerns, including Aging, Moisture Balance and Sensitivity & Redness. Each regimen includes three steps: cleanse, moisturize and treat, and incorporates best-in-class cosmeceutical ingredients at the clinically-tested level.
Ingrid Jackel, Chairwoman and CEO, stated, “We are very proud and excited to have been chosen by Wal-Mart to partner with them in developing these best-in-class products. The launch of the Physicians Formula cosmeceutical skin care line represents another in a long line of first-to-market innovations for our Company, as we continue our mission of bringing new beauty technologies and approaches to the marketplace. It also creates new financial opportunities and risk diversification for us.”
About Physicians Formula Holdings, Inc.
Physicians Formula is an innovative cosmetics company operating in the mass market prestige, or “masstige”, market. Under its Physicians Formula brand name, created in 1937, the Company develops, markets and distributes innovative, premium-priced products for the mass market channel. Physicians Formula differentiates itself by addressing skin imperfections through a problem-solving approach, rather than focusing on changing fashion trends. Currently, Physicians Formula products are sold in 25,700 stores, including those operated by Wal-Mart, Target, CVS and RiteAid.
See Also:
If you enjoyed this post, please consider leaving a comment, subscribe to the feed and get future articles delivered to your feed reader or follow us on Twitter.
Comments
No comments yet.
Leave a comment