Marketing in Brief: Prescriptives
This article was originally published in The Rose Sheet
Executive Summary
Prescriptives: To launch first limited edition line in its "hot hits of color" series with Plastics "high shine" lip colors in June at Nordstrom and Neiman Marcus. Plastics comes in four shades complementing Prescriptives' color groupings -- Plexi (yellow/orange), Vinyl (orange/red), Acrylic (red) and Poly (blue/red) -- as well as Plastic (white). The lip colors are priced at $15 apiece and will be advertised from June through August, the Estee Lauder division says. The firm will launch a new "hot hits of color" collection four to six times a year. The products are not permanent additions to Prescriptives' cosmetics lines; production for each item depends on the amount purchased by retailers. The company says it designs the collections to capitalize on fashion and beauty trends and to enhance the firm's seasonal color stories. The next "hot hits" collection, another lip product, is expected to debut in October or November, according to the company...