Physicians Formula Holdings Inc. has developed a new skin care line that later this summer will be carried exclusively at Walmart.


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Physicians Formula skin care line to debut at Walmart

June 20th, 2011

AZUSA, Calif. – Physicians Formula Holdings Inc. has developed a new skin care line that later this summer will be carried exclusively at Walmart.

The mass-market prestige cosmetics maker said the skin care line, under its Physicians Formula brand, will hit shelves at about 2,500 Walmart stores beginning in August. However, the company added that the new line may be expanded to other retailers in 2012.

Plans call for Physicians Formula to start shipping the products to Walmart this month. The line will include 14 SKUs and be placed in Walmart's skin care department next to other cosmeceutical skin care lines.

Physicians Formula noted that the new products mark its entry into the skin care arena. The company said the line includes three regimens focused on the most common skin concerns: aging, moisture balance, and sensitivity and redness. Each regimen includes three steps (cleanse, moisturize and treat) and incorporates best-in-class cosmeceutical ingredients at the clinically tested level, according to Physicians Formula.

"We are very proud and excited to have been chosen by Walmart to partner with them in developing these best-in-class products," commented Ingrid Jackel, chairwoman and chief executive officer of Physicians Formula. "The launch of the Physicians Formula cosmeceutical skin care line represents another in a long line of first-to-market innovations for our company as we continue our mission of bringing new beauty technologies and approaches to the marketplace."

Physicians Formula said its beauty care products — designed to address skin imperfections via a problem-solving approach instead of focusing on changing fashion trends — are sold in 25,700 stores, including Walmart Target, CVS and Rite Aid.

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