With an extensive makeover of its colour range, Woolworths now offers a wider choice of cutting-edge cosmetics that are as glamorous as they are affordable. Exciting new packaging and improved formulas come together in an array of compelling new products. Says Woolworths Group Director, Clothing and General Merchandise, Brett Kaplan, “The decision to re-launch our colour beauty range has been driven by customer research: when our customers feed back on their preferences, we listen. We’ve now taken many of their suggestions on board and are excited to be offering a more diverse range of innovative, well-priced cosmetics.” Formulated according to Woolworths ‘Good Beauty’ principles, Woolworths beauty products contain superior, scientifically advanced and botanical ingredients. Every ingredient has been carefully selected and has been thoroughly researched to ensure it contains no potentially damaging elements. Furthermore, every product has been dermatologically tested to ensure it is as gentle as it is effective. Customers also have the assurance of knowing that, like all Woolworths beauty products, everything in the Woolworths colour cosmetic range is endorsed by Beauty Without Cruelty. Innovation is, of course, a watchword at Woolworths and, as part of the current ‘makeover’, Woolies has focused on bringing exciting innovation to the two key categories of foundations and mascaras. The foundation range has been substantially upgraded, with a wealth of options to choose from including a Mousse Foundation, Mineral Foundation and the “star performer”, Time Defying Foundation (R185), which incorporates anti-ageing ingredients and sun protection factors and is proven to reduce fine lines, as well as, of course, our popular Max Cover Foundation, now with an improved formulation and available in darker shades, but still well priced at just R99.95. Primers are a growing category in the beauty world and Woolworths now offers a world-class Perfecting Primer at an affordable price of R220. These days, mascara is an absolute beauty essential, and Woolies has something for everyone, whether they want volume, lift, curl or all three in one. Furthermore, all Woolies mascaras come with the latest, technologically advanced silicone brushes. When it comes to lips, Woolworths has re-formulated its popular moisturising Hydro Lipstick (R95), which now boasts time releasing Vitamin C for superb moisturising as well as anti-ageing properties together with long-lasting, vibrant colour. Or if lip gloss is more your style, then you’ll want to be sure to try our new Plump and Pout (R75) tingly gloss, available in all your favourite shades, which contains the ‘kiss me quick’ extract of the Portaluca plant to give you fuller lips. Colour, of course, is an indispensable fashion accessory, and Woolies will continue to offer colour ranges that are on trend for the season. For winter 2011, look out for Winter French Red and Black Magic. Customers should be assured that Woolworths haven’t completely revolutionised our colour range – we have kept some of our old favourites unchanged, including Woolies tinted lip gloss, nail varnish and pencils. Woolworths colour ranges are available at most Woolworths stores countrywide from 01 April 2011.