Cosmetics: A New Unwrinkle

The newest wrinkle in the $2.5 billion cosmetics business is a lotion that camouflages the creases in a woman's face. Last month Helene Curtis got a lead on the market by rushing out its Magic Secret lotion. This week Coty begins shipping LineAway. In May, RevIon will release Liqui-Lift; other unwrinklers will come soon after from Helena Rubinstein, Max Factor and Del Russo of Miami. In the boudoir—and on Wall Street-the lotions look like the biggest thing cosmetically since the royal-queen-bee-jelly fad depleted pocketbooks in the mid-1950s.

The lotions will be high-profit...

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