Physicians Formula’s New Cosmeceutical Skin Care Line Honored by Women’s Wear Daily
Physicians Formula Holdings, Inc. today announced that Physicians Formula Cosmeceutical Skin Care was presented with the “Product of the Year” Award within the Mass Market skin care category by Women’s Wear Daily (”WWD”) Beauty Inc. During its annual Beauty Awards ceremony in New York on December 8, the magazine recognized Physicians Formula for its innovation and speed in bringing the new product line to market.
“I am very pleased that Women’s Wear Daily has chosen to recognize the innovation of Physicians Formula’s cosmeceutical skin care line,” said Ingrid Jackel, Chief Executive Officer of Physicians Formula. “In developing our skin care line, we have taken our problem-solution approach beyond color cosmetics to expand our brand awareness, increase our revenue and earning potential and diversify our product line. This is a major strategic step for our Company and I am very proud of our continued innovation.”
The 14 SKU skin care line is currently exclusive to Wal-Mart and available in approximately 2,500 Wal-Mart doors nationwide, and will be expanded to other retailers in 2012. The skin care line was developed in-house by the Physicians Formula cross-functional New Product Development Team. 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 currently 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.
This is Physicians Formula’s fourth WWD award within the Mass Market category, including an award for Color Cosmetics “Breakthrough Product of the Year” for its Organic Wear(R) line in 2008, “Best Executed Launch Strategy of the Year” in 2007 for its Mineral Wear(R) launch and “Most Innovative Marketer of the Year” in 2003.
About Physicians Formula Holdings, Inc.
Physicians Formula is an innovative cosmetics and skin care 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 Rite Aid.
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