Prescriptives spending 90% of ad budget to reinforce "color experts" positioning.
This article was originally published in The Rose Sheet
Executive Summary
PRESCRIPTIVES GOING BACK TO BASES by redirecting its marketing emphasis to focus on the firm's core foundation business, the Estee Lauder division said. Ninety percent of the company's advertising will portray Prescriptives as the "color experts" in foundations and color makeup, while the remaining 10% will be directed at getting consumers "excited" about products in the "Hot Hits of Color" collection, the firm said. Prescriptives' line-up includes the Exact Color collection of foundations and color makeup, which consists of the "basic, everyday" products in a modern woman's wardrobe. The second tier of products -- the Seasonal Color Statements -- capitalize on fashion and beauty trends in the marketplace.