Prescriptives scouting pencil territory with five new eye, lip colors.
This article was originally published in The Rose Sheet
Executive Summary
PRESCRIPTIVES PURSUING PENCIL MARKET with an aggressive strategy that includes launching five new Prescriptives pencils, repackaging and expanding its existing pencil line, and organizing all offerings in a unified display unit that "invites women everywhere to come and play," the Estee Lauder division said. Prescriptives decided to target the pencil track when pencil sales registered a 185% sales increase in FY 1996, accounting for 14% of the division's makeup sales.