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Los Angeles Times, September 2016

Posted by Macrene Alexiades on
                              Date: September 23rd, 2016
                                 Editor: Rachel Srugartz 
                                    Click here for article 

                  La Mer brings luxury touch to the makeup counter
Plain old foundation just won’t cut it anymore. This was La Mer’s thinking, too, and on Oct. 3 the brand will bring its first major makeup collection to market.

The 50-year-old company’s signature Creme de la Mer is getting pigmented counterparts in the form of a foundation that’s being introduced in 18 shades to start, concealer and an ultrafine loose powder — which all contain the brand’s patented, proprietary Miracle Broth and reportedly deliver the same skin-care benefits of the main collection.

La Mer is just tapping into what’s becoming a booming segment of beauty.

This focus on makeup containing skin-care benefits — or skin care containing pigment, depending on which brand you ask — will only heighten, according to Martin Okner, managing director of SHM Corporate Navigators, a consultancy firm that works with many fashion and beauty companies. He projects that it’s primed to soon become a billion-dollar subcategory for skin care (or the color category — again, depending on who you ask).
Some even believe that hybrids will one day eradicate the need for regular foundation all together, including Dr. Macrene Alexiades, a New York-based dermatologist and scientist who spent years formulating her 37 Actives collection until it contained 37 active ingredients (it’s since been enhanced and she’s upped it to 50).

She said that souped-up, high-performance hybrids “will completely eliminate regular, old foundation.”

Last year, she introduced a 37 Actives High Performance Anti-Aging Treatment Foundation — the pigmented version of her original 37 Actives High Performance Anti-Aging cream. Despite the inclusion of various antioxidants, peptides and resveratrol, she insisted that the $165 product is a “full-on, luxury foundation and concealer that’s free of unwanted ingredients.”

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