5 posts tagged "Prescriptives"
Prescriptives Signs On
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?
Prescriptives Goes Down For The Count
First Max Factor, now this. In a statement made yesterday, the Estée Lauder Companies announced that it will be closing the global wholesale distribution of its Prescriptives brand by January 31 of next year. According to the official press release, the brand’s long-term business model is “no longer viable given the current market environment.” Its e-commerce site will remain functional for shipments within the U.S. while inventory lasts, though, so if, like us, you’ve come to rely on the unprecedented lash length and fullness that only Prescriptive’s Motor-Eyes can deliver, you might want to buy in bulk. [Reuters]
The Cosmetics Industry’s Biggest Rock Star
MICA/(my-kah)/n./ 1. A sheet silicate mineral characterized by a near perfect atomic arrangement that creates a series of hexagonal crystals in two varieties—brown, or Phlogopite, which contains iron and magnesium; and clear white, or Muscovite, which contains potassium and aluminum; /n./ 2. Derived from the Latin word Micare, meaning “to glitter,” in reference to its brilliant appearance; /n./ 3. A popular ingredient in mineral makeup that provides a hypoallergenic alternative to talc and a translucent glow to skin, e.g., “Learn to love mica, the all-natural sparkler that keeps your skin glistening sans irritation.”
Try it: Prescriptives All Skins Mineral Makeup, $32.50, www.prescriptives.com.
Maybelline Feels The Vibrations
From the people who brought you Great Lash (and its even more coveted waterproof version) comes the first vibrating mascara to hit the mass market. Introducing Maybelline’s new Pulse Perfection by Define-A-Lash, which delivers 7,000 battery-powered vibrations per minute, mimicking the manual zigzag motions that are typically necessary for lush lashes. Promising results that are 13 times thicker and 75 percent longer than your average stationary mascara with a deep color impact that’s totally clump-free, Pulse Perfection also has as its biggest selling point a retail price of a mere $14.95, less than half the price of the department store offerings. It won’t officially hit counters until July, but it’s available today, and today only, during an online preview sale. We’ve tested it out and were impressed with its lengthening abilities and color opacity. It doesn’t separate as well as our beloved Prescriptives’ Motor-Eyes, but with the money you save at the drugstore, you can invest in a lash comb to remedy the problem. Click here to get your own.
The Buzz On Vibrating Mascaras
When Lancôme’s Ôscillation vibrating mascara wand hit the market last fall, one had to assume that other companies would quickly follow suit. And so they did: Estée Lauder promptly put out its TurboLash, and after debuting on QVC in December, Prescriptives’ Motor-Eyes Instant Action Mascara is hitting department store counters this week. Our favorite of the three, it does exactly what it promises to do: Turn up the volume, lift, and curl of your lashes in one single turn, coating and separating them in record time with minimal clumping, smudging, and flaking. Yes, we think there is a certain amount of unwarranted hype surrounding these newfangled products—we’ve seen similarly impressive results from more “archaic” non-rotating mascaras—but this one has still managed to find its way into our makeup bag. The only drawback is getting used to the buzzing noise—and the surprised looks from onlookers it garners if you should find yourself having to apply makeup in public. We have gotten some very disconcerted stares from people on the F train recently, but whatever—conformity for no one!