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April 20 2014

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Prescriptives Signs On

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When Prescriptives announced that it would be pulling its products from stores back in 2009, we were heartbroken. Like other devotees of the company’s custom-blended foundation and its Magic Liquid Powder (our own beauty secret weapon), we desperately tried to figure out how to replace the products that had become staples in our makeup bag. But while the entire line had been removed from retail outlets, it was quietly given a new lease on life online, information that wasn’t deliberately kept private, per se, but wasn’t made super public, either. Now, after realizing that its skin savers are very much still in demand, the brand has unveiled a full-scale digital overhaul to help better suit its beefed-up virtual presence. Operating under the tag line “Established in 1979, Refreshed in 2011,” the new Prescriptives experience was actually inspired by the very customers who have been mourning its loss; Web pages include video testimonials from 19 of the brand’s most avid supporters, now called “PX Passionistas.” Significantly more user-friendly and boasting helpful how-to videos and Q&As, the site currently sells 45 of Prescriptives’ most popular products, including its False Lashes Mascara, an array of foundations (there’s a short quiz to help you find the perfect one for you) and the Super Line Preventor serum, with the promise of future additions to come if the desire is strong enough. We’re currently in the process of starting a campaign for the reintroduction of its sadly discontinued Motor-Eyes Instant Action Mascara. Any takers?

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