Physicians Formula Expands Products, Changes Packaging

Physicians Formula is celebrating its 80th year in business, but the brand is just now growing into a full-range category contender in the mass market.
The Markwins International Corp.-owned makeup brand — perhaps best known to consumers for its popular bronzing items, including a recent launch called Butter Bronzer — has experienced fits and starts since its acquisition by the Southern Calif.-based company in 2012.
The line lost prime real estate five years ago when Walgreens cut Physicians Formula during a stockkeeping-rationalization. Ingrid Jackel, who sat at the helm of the brand for years pre-acquisition, departed in 2015. And according to the Markwins executives today, the sku-count had become too cluttered and confusing for consumers due to an excessive amount of franchises and no cohesive visual strategy or brand messaging to tie them all together.
But that was the old Physicians Formula — in early 2018, Markwins is rolling out a total revamp that touches all aspects of the brand, from product innovation, packaging, marketing and distribution strategies, a streamlined sku-count and a brand messaging that harks back to Physicians Formula’s heritage as an arsenal of beauty essentials formulated with good-for-you ingredients for sensitive skin. Even Walgreens is back on board — the

Follow WWD on Twitter or become a fan on Facebook.

Read More…      

Posted in Uncategorized.