Estee Lauder's newly appointed CEO, Fabrizio Freda, announced on Friday that the company would be closing its classic Prescriptives brand. Prescriptives has been a department store staple for the past 30 years and was best known for its skin care line and custom blend makeup range.
Freda told WWD, 'We believe that the difficult decision relating to Prescriptives will allow us to redirect our resources to key strategic imperatives where we see the highest growth potential.' The company believes that the brand's long term business model is no longer viable. The Prescriptives brand is not profitable and represents only 1% of total sales. Analysts anticipate further announcements as the Estee Lauder performs a review of all underperforming brands in its portfolio.
Consumers will be able to purchase Prescriptives products online at
http://www.prescriptives.com/ while inventory lasts.
Estee Lauder's newly appointed CEO, Fabrizio Freda, announced on Friday that the company would be closing its classic Prescriptives brand. Prescriptives has been a department store staple for the past 30 years and was best known for its skin care line and custom blend makeup range. 
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