Estée Lauder Sacks Prescriptives : Make-Up Artist Magazine

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Estée Lauder Sacks Prescriptives

ABOVE: Prescriptives Magic Liquid Powder; LEFT and BELOW: Flawless Face Primer and Moonbeam Eye Color.

Photos courtesy of Prescriptives

Posted: Wednesday September 23, 2009

If you like Prescriptives products, you’d better stock up while you can: On Sept. 17, Estée Lauder Companies announced it will stop production and global wholesale distribution of the brand by Jan. 31, 2010. The brand will still be sold online at www.prescriptives.com while inventory lasts.

In a statement posted on the company’s Web site, Estée Lauder President and Chief Executive Officer Fabrizio Freda indicated that the company would focus on strengthening core brands and creating turnaround plans for underperformers. Brands that don’t respond to revamping efforts may be discontinued, as Prescriptives was.

“After a thorough analysis of the Prescriptives brand, management concluded that the brand’s long term business model is no longer viable given the current market environment,” Freda said. He added that the company will try to place as many affected employees as possible in open positions within the company.

“We believe that the difficult decision relating to Prescriptives will allow us to redirect our resources to key strategic imperatives where we see the highest growth potential,” said Freda. “Ultimately this action allows us to focus on those areas which we expect to benefit the Company, our shareholders and business partners. We intend to work closely with our retail partners and continue to communicate with our consumers to ensure a seamless transition.”

Prescriptives had been sold in the United States, Canada, the United Kingdom, Ireland and Australia. Toll-free consumer support numbers have been set up in North America (877-819-2968 for English-, Spanish- and French-speaking customers), the United Kingdom (0800 088 4168) and the Republic of Ireland (1800 936 080).

For Beauty Breakdowns featuring Prescriptives Magic Liquid Powder, and other Prescriptives products, visit www.Makeup411.com.

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