Physician’s Formula Gets a Makeover for the New Year


Physician’s Formula has big plans for 2014, starting with a new look.

The brand was inspired by the likes of H&M to pump up its visuals with a new campaign that features a model using the product with the price front and center. “We are just putting the brand on steroids,” Ingrid Jackel, Physicians Formula’s chief executive officer, told Women’s Wear Daily. “The creative execution, in terms of photography, is an upgrade from what we’ve had before. [The ads] beautifully convey health and glamour.”

There’s going to be plenty of products to play with in the New Year as the brand jumps on the CC Cream wagon with a new Nude Wear powder, blush and bronzer. Expect your bronze to go bold thanks to the new Bronze Booster Glow-Boosting BB Cream SPF 20 (the first of its kind), as well as the Powder Palette Multi-Colored Custom Blushes in hues for blondes and brunettes just in time for spring. Even the Sexy Booster and Youthful Wear lines will expand beyond their respective eye and face primpers, including the Sexy Booster “Va Va Voom” Volume Mascara.

With so much in store, Physician’s Formula has plans to take over the beauty aisle as Jackel said, “We are a significant force to be reckoned with.”