To celebrate its 70th anniversary, Physicians Formula will launch 98 new products over the course of next year — the largest number of items the company has ever introduced in that time span.
“We’re concentrating on scientific backings for these new products and plan to increase the number of high-tech launches each year,” said Ingrid Jackel, Physicians Formula’s chief executive officer, who was promoted from senior vice president of marketing in August when the company filed to go public.
Jackel was speaking at Physicians Formula’s annual press day, which was held Oct. 24, and included a number of consumer magazine editors. Since then, the company has embarked on a road show for its IPO and Jackel and company executives have refused to make any comments about any plans.
In January, Physicians Formula, which generated retail sales of approximately $120 million in 2005, according to industry sources, will extend its problem-solving color cosmetics collection to include some of the products in the new line, including eye products, color-corrective concealers, foundations, bronzers and lip plumpers. Building on the success of its mineral-based cosmetics, the company has also expanded the Mineral Wear collection with new talc-free eye and face products, including concealer, mascara, eye shadow, eyeliner and blush. With these additions, Physicians Formula will offer consumers 80 mineral stockkeeping units, the largest mineral offering in the mass market, Jackel said at the press event. According to Information Resources Inc., Physicians Formula sales increased 23 percent to $83.5 million in sales in food, drug and mass stores — excluding Wal-Mart — for the 52-week period ended Oct. 8. Industry sources project 2007 sales, based on the new products, could reach $150 million.
The company will introduce three concealers — Circle Rx Circle Control Concealer, Conceal Rx Physicians Strength Concealer and Mineral Wear Talc-Free Mineral Cream Concealer. Each will be available in four shades, from soft yellow to medium beige.
“[Circle Rx Circle Control Concealer ] helps get rid of under-eye circles over an extended amount of time,” Jackel told editors, adding that, for the first time, packaging features before and after looks. “The ActiFlow ingredient increases the microcirculation, which decreases the darkness around the eyes,” she claimed.
Related Articles
You May Also Like
In addition, the formula is infused with botanicals designed to nourish and smooth the eye area. According to Jackel, clinical studies showed that repetitive usage of Circle Rx in a two-week period reduced the appearance of dark circles by up to 70 percent, and after four weeks, by up to 90 percent. The company also will introduce Conceal Rx Physicians Strength Concealer, which is made from high-intensity pigments and designed to cover blemishes, dark circles, hyperpigmentation, scars and age spots for up to 12 hours.
“We’re using a highly pigmented base that provides coverage, but without thickness. Because of the high coverage the product offers, you’re not expecting to have a blend of something lightweight,” Jackel said.
To reduce the appearance of fine lines and wrinkles, the company is also introducing Covertoxten Wrinkle Therapy Foundation and Face Powder, both of which contain GABA, an active ingredient known for its long-term effects on repairing the skin. The combination of GABA and BV-OSC in the face powder’s formula is designed to offer consumers a more uniform and even finish. According to Jackel, the foundation reduces wrinkles by more than 50 percent after only 10 minutes.
The Mineral Wear collection also will include talc-free mineral-pressed powder blushes, eye shadows from a collection of semimatte to satin-pearl finishes, a water-based mascara and wooden eyeliner designed for sensitive eyes and contact lens wearers, cream concealers and a lightweight loose finishing powder available in a matte finishing and bronzing veil. In addition, the company will launch a loose powder eye shadow with a mess-free application and 12-hour wear that transforms from a lightweight powder to a sheer veil upon contact with the skin.
“Most people use loose eye shadows, but they’re difficult to use and usually the powder pigment falls into the eyes. I never liked the messy application, so I wanted to create a powdered formula that liquefies and sets as a sheer veil once it contacts the skin, preventing it from moving and creasing,” said Jackel, who added that the formula contains a cooling effect from the mineral water used that is designed to make the eyes feel refreshed.
By January, Physicians Formula will have increased its display space for the Mineral Wear collection by two feet, bumping up its average real estate to 6 feet. Company executives were unable to comment on expanding the brand into additional doors next year but Physicians Formula, which is currently sold in more than 23,000 food, drug and mass retailers, has steadily increased its distribution each spring. According to the company’s SEC filing, the company’s growth strategy looks to include new distribution channels, such as a home shopping TV network.