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Factor unveils Colour Adant powder.

HUNT VALLEY, Md. -- In February Procter & Gamble Co. (P&G) will add a sequel to its Max Factor Colour Adapt Liquid Make-Up with the launch of Colour Adapt Pressed Powder.

Skin tone variations make it difficult to find one pressed powder shade that works for the entire face, notes Anne Martin, vice president of global cosmetics and beauty marketing at P&G.

"Overwhelmingly, shade is considered to be a women's top priority when selecting a pressed powder," she says. "Colour Adapt Pressed Powder meets this need by delivering personalized color that adapts to the myriad skin tones in a woman's face."

The product will be available in fair, light, medium and deep shades.

Marketing and in-store support will include a Colour Adapt Liquid Make-Up and Pressed Powder combination display, coupons for $2 off Colour Adapt Pressed powder with foundation purchase and educational graphics explaining the key benefits of the product.

Max Factor Colour Adapt Presed Powder will be available At mass market outlets nationwide Beginning next month at a suggested retail price of $8.95.

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Title Annotation:Supplier News
Publication:Chain Drug Review
Article Type:Brief Article
Geographic Code:1USA
Date:Jan 3, 2005
Words:175
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