Physicians Formula Holdings, Inc. (NASDAQ: FACE) (“Physicians Formula”
or the “Company”) today announced that Physicians Formula Organic wear®
was presented with the “Breakthrough Product of the Year” Award within
the Mass Market Color Cosmetics category by Women’s Wear Daily (“WWD”)
Beauty Biz. During its annual Beauty Awards ceremony in New York on
December 11th, the magazine recognized Physicians Formula for
constantly bringing new innovations to the market.
“We are very pleased that Women’s Wear Daily has chosen to recognize the
first-to-market originality of Organic wear,” said Ingrid Jackel, Chief
Executive Officer of Physicians Formula. “Our team continues to lead the
way in providing consumers with unique beauty products in the mass
market. We are very proud of our Organic wear line, which is the first
makeup line in the U.S. to be ECOCERT® certified organic, and
the first mass makeup line that is 100% of Natural Origin.”
In presenting the award, WWD Beauty Biz commended Physicians Formula for
being undeterred by the beauty industry’s debate about the merits and
authenticity of natural products, and charging ahead with the
introduction of Organic wear. The comprehensive, ECOCERT compliant
line features face, eye and lip products including tinted moisturizers,
pressed powders, bronzers and eye shadows and comes in packaging that
uses 93% less plastic than standard compacts. The magazine noted that,
“[Physicians Formula] took the mass market’s flirtation with organic to
a more serious level, clearing space for eco-minded products not just in
the skin care aisle, but along the cosmetics wall, as well.” They
further noted that after launching the line by asking consumers, “How
Green is your makeup?” the Company is placing a more glamorous spin on
its message for its 2009 introductions.
This is Physicians Formula’s third WWD Beauty Biz award within the Mass
Market Color Cosmetics category, including an award for “Best Executed
Launch Strategy of the Year” in 2007 for its Mineral Wear launch and
“Most Innovative Marketer of the Year” in 2003.
About Physicians Formula Holdings, Inc.
Physicians Formula is one of the fastest growing cosmetics companies
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 approximately 27,000 stores throughout the U.S.
including stores operated by Wal-Mart, Target, CVS, Walgreens and Kroger.
(FACE/F)
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