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Benefit Cosmetics LLC

There’s been a question of longevity hanging over the future of mineral makeup, one of the hottest trends in the past five years. At least a partial answer may arrive in February, when Physicians Formula launches its first 100 percent mineral brightening bronzer and face brightener under the Mineral Wear franchise, which contains over 70 items for the face.

“There’s a profusion of mineral products, but since there are no regulations, people put a sticker saying that its mineral without adhering to the same ethics across the board,” said Ingrid Jackel, Physicians Formula’s chairman and chief executive officer. “It’s about working with beauty educators to help educate consumers about what mineral really means.”

Jackel said she saw an opportunity for long-wearing mineral makeup while studying the $170 million face makeup market in food, drug and mass stores. She also worries about market erosion caused by the flood of knockoffs.

“We’re progressively seeing more and more of these cheaper mineral products, but as consumers get more educated about the mineral category they will seek more credible mineral lines, like with what we saw with the green category,” said Jackel. “Our research showed that only 37 percent of women 18 and older are mineral users, so there is definitely an opportunity to target this age range.”

After launching three years ago, the Mineral Wear assortment includes 70 items for the face. The company wanted to introduce its first 100 percent mineral talc-free brightening bronzer and face brightener pressed powders under the Mineral Wear franchise. The proprietary formula is composed of light-reflecting micronized minerals such as pink, orange and white sapphire, green tourmaline and citrine. Designed to even out skin tone and add a radiant glow, the items will feature a new label to explain that the products are 100 percent mineral. Launching in February, both will be available in four shades and retail for $13.95.

“There’s a whole trend going towards radiance and brighter skin in mineral products — it’s about achieving a healthy overall glow without showing off fine lines and wrinkles,” said Jackel.

Capitalizing on the success of the tinted moisturizer launch in Organic Wear, Physicians Formula wanted to give consumers a tinted moisturizer with SPF 15 under the Mineral Wear franchise to offer consumers a lightweight formula that still had mineral benefits. Available in four shades, the tinted moisturizer will retail for $12.95. The company will also introduce a talc-free mineral concentrate designed as a three-in-one “touch up tool,” acting as a concealer, powder and foundation.

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