Prescriptives is expanding its custom-blended makeup collection with the addition of Custom Blend Concealer, the Estee Lauder division announced.

Recently introduced in department store doors, the concealer contains light-reflecting particles to "conceal the appearance of dark circles, imperfections, fine lines and wrinkles," the firm said.

The oil-free, fragrance-free and non-acnegenic formula also includes antioxidants to fight free radicals as well as other ingredients to sooth and diminish skin redness, according to Prescriptives.

"Now, Prescriptives can create a concealer in your perfect shade, preferred coverage, finish and specific skin needs such as firming, lifting, moisturizing and line-minimizing," the company said.

The concealer will join other Custom Blend products, including lipstick, foundation, lip gloss and powder.

All Custom Blend products are hand-mixed by a custom blend artist at the Prescriptives counter. The artist typically starts with a base shade and then adds primary colors to create a customized tint.

Elements such as coverage, finish and skin care benefits also can be incorporated into the formulation, Prescriptives noted.

Custom Blend Concealer will retail for $32 for 0.27 oz. at Prescriptives counters in department stores nationwide.

Also in October, Prescriptives will re-launch the entire Custom Blend line with an updated formula and look.

The initiative will include "new units, formula and recipe additives, base shades, packaging and visuals," Prescriptives said.

The company last updated the Custom Blend line in 2003 with new packaging. The firm replaced the traditional gray, lined motif with translucent white packaging with a silver ring (¹ Also see "Prescriptives Custom Beauty Extended To Lipsticks" - HBW Insight, 10 February, 2003., p. 8).

- Melina Vissat

Prescriptives Adds Concealer To Custom Blend Lineup

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