Innovative products, makeup tips, and more than a few tweets, brought the new Physicians Formula collection to life at Tanuki Tavern, Hotel Gansevoort, in New York’s Meatpacking District, March 2, 2010. The launch emphasized a commitment to sustainability, skin care protection, SPF-enhanced formulas, and customizable color palettes. The interactive nature of the presentation, which invited tweeting, blogging, and instant image distribution distinguished the event.

Geri Lieberman, VP-marketing, Physicians Formula led the presentation, noting that the brand, founded by a doctor, provided healthy makeup choices for women seeking alternatives in today’s market.

“We’re really about solving women’s makeup needs and we’re also interested in sensitive skin. We have a new SPF 50 makeup called Healthy Wear, which protects and restores the skin, contains zinc oxide, titanium dioxide, and SPF boosters,” said Lieberman.

She added that the Healthy Wear Collection by Physicians Formula featured both mineral sunscreens, which provide a physical barrier to protect against UV rays, and reactive sunscreens, which react to sunlight to help absorb the rays so they do not go into the skin. These combine in a formulation that protects against burning and premature aging.

Left to right, Joanna Schlip, Celebrity Makeup Artist, Katherine Vilutis, model, Alison Brod PR, and Geri Lieberman, VP Marketing, Physicians Formula, presented spring looks at Physicians Formula launch.

The Healthy Wear Collection includes SPF 50 Tinted Moisturizer, Powder Foundation, and Healthy Wear SPF 50 Pressed Powder, each retails for $14.95, and features the Skin Cancer Foundation’s seal, denoting its recommendation as an effective UV sunscreen.

In addition to Healthy Wear, the launch included Physicians Formula Shimmer Strips, a Custom Eye Enhancing Mascara Duo, with a dual ended 2-in-1 brightening mascara to illuminate and add high-impact color, which features a jumbo mascara brush on one end and an eye-enhancing brush on the other, plus a formula free of parabens, fibers, oil and fragrance, available in four shades, for $10.95. There is also a Pop Collection, with Shimmer Strips Custom Eye Enhancing Shadow and Liner, for Blue, Green, Hazel, and Brown eyes, in color coordinating palettes, $10.95; and Custom Eye Enhancing Gel Cream Liners, designed in a trio of individual pots of color, that may be snapped apart and back together, for portability, $10.95.

Shimmer Strips Gel

Mineral-Based Color Correction

Also from Physicians Formula is a new entry into the masstige mineral makeup category, which consists of three Mineral Wear multi-tasking solutions for spring 2010 that builds on the brand’s experience in mineral makeup, color correction and customization. Featuring talc-free mineral formulas that prime the skin, hide imperfections, even skin tone and highlight, the collection offers a smooth finish, is paraben-free, and formulated for sensitive skin.

The trio consists of Mineral Wear Talc-Free Mineral Correcting Concealer, a cream that covers, corrects, and highlights, a Talc-Free Mineral Correcting Powder, and Mineral Wear Talc-Free Illuminating Powder Duo SPF 16. The Mineral Wear Talc-Free Mineral Correcting Concealer features shades that create a customized finish, and each set includes a corrective shade to neutralize bluish or red imperfections, a flesh tone shade to cover problem spots, and a highlighting shade to illuminate the brow bone and temple. Two concealer trios are available in combinations of Soft Yellow + Natural Light + Pink Highlighter, which corrects dark circles under eyes; and Soft Green + Natural Light + Pink Highlighter, to correct blemishes and other red-based imperfections, as well as cover and highlight. Each retails for $8.95.

Mineral Wear Talc-Free Mineral Correcting Powder features a pre-blended formula that delivers a range of shades to brighten, tone down redness, and add warmth to the skin in one step. The high-performance Japanese formula may be worn layered or alone, and won’t cake or settle into fine lines. Available in Creamy or Translucent, the product retails for $13.95. The final entry in the duo is Mineral Wear Talc-Free Mineral Illuminating Powder Duo SPF 16, a multi-functional powder that may be mixed and matched to create a custom foundation, which is available in three shades, Translucent/Light, Creamy Light/Creamy Natural, and Natural/Beige, which retails for $13.95, and is recommended by The Skin Cancer Foundation as an effective sunscreen. The line is non-comedogenic, hypoallergenic, and fragrance free.

Bamboo Wear Compact with Mirror and Brush from Physicians Formula

Bamboo Wear

The newest announcement from Physicians Formula is Bamboo Wear, the brand’s first bamboo-infused sustainable makeup.

“We’re all about the green movement,” said Geri Lieberman, “and with the trend toward sustainability, we’re happy to be launching the first line of bamboo-infused, sustainable makeup.”

Bamboo and bamboo silk are said to tone and lift the skin, according to Lieberman, and bamboo also serves to support the environment. “The bamboo plant, which grows prolifically, has strong roots, so it also helps with erosion around the world,” noted Lieberman.

The Bamboo Wear compact is made of sustainable bamboo and is packaged with a bamboo brush featuring unbleached, undyed natural bristles, for durability and strength, as well as a refill system, which supports its green lifestyle message. It provides an airbrushed finish, is easily refillable, and retails for $9.95. There is also a new Bambuki Brush, featuring all natural blond goat hair bristles, which have not been treated or bleached, and is safe for the skin. Like the Bamboo Wear™ compact, it also launches on April 1, 2010, in time for Earth Day.

Additional information may be found at: www.physiciansformula.com.