Physicians Formula

Physicians Formula is an innovative cosmetics company operating in the mass market prestige, or “masstige”, market. Under its Physicians Formula brand name, created in 1937, the Company develops, markets and distributes innovative, premium-priced products for the mass market channel. Physician Formula’s products have broad consumer appeal. Physicians Formula differentiates itself by addressing skin imperfections through a problem-solving approach, rather than focusing on changing fashion trends. Currently, Physicians Formula products are sold in stores operated by Wal-Mart, Target, CVS and RiteAid. Physicians Formula’s products address specific, everyday cosmetics needs and include face powders, bronzers, concealers, blushes, foundations, eye shadows, eye liners, brow makeup and mascaras. Physicians Formula has a loyal and rapidly growing consumer base, and the Physicians Formula brand has one of the highest perceived quality images in the masstige market.

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