Physicians Formula Holdings, Inc. has announced that Physicians Formula Organic wear® was presented with the “Breakthrough Product of the Year” Award within the Mass Market Color Cosmetics category by Women’s Wear Daily (“WWD”) Beauty Biz. During its annual Beauty Awards ceremony in New York on December 11th, the magazine recognized Physicians Formula for constantly bringing new innovations to the market.  “We are very pleased that Women’s Wear Daily has chosen to recognize the first-to-market originality of Organic wear,” said Ingrid Jackel, chief executive officer of Physicians Formula. “Our team continues to lead the way in providing consumers with unique beauty products in the mass market. We are very proud of our Organic wear line, which is the first makeup line in the U.S. to be ECOCERT® certified organic, and the first mass makeup line that is 100% of Natural Origin.”  In presenting the award, WWD Beauty Biz commended Physicians Formula for being undeterred by the beauty industry’s debate about the merits and authenticity of natural products, and charging ahead with the introduction of Organic wear. The comprehensive, ECOCERT compliant line features face, eye and lip products including tinted moisturizers, pressed powders, bronzers and eye shadows and comes in packaging that uses 93% less plastic than standard compacts. The magazine noted that, “[Physicians Formula] took the mass market’s flirtation with organic to a more serious level, clearing space for eco-minded products not just in the skin care aisle, but along the cosmetics wall, as well.” They further noted that after launching the line by asking consumers, “How Green is your makeup?” the Company is placing a more glamorous spin on its message for its 2009 introductions.  This is Physicians Formula’s third WWD Beauty Biz award within the Mass Market Color Cosmetics category, including an award for “Best Executed Launch Strategy of the Year” in 2007 for its Mineral Wear launch and “Most Innovative Marketer of the Year” in 2003.

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