Adieu Prescriptives, but Calyx Stays -- Update {Beauty News} {Fragrance News}

In an effort to restructure the Estée Lauder companies in an efficient manner, their beloved brand Prescriptives developed in 1977 and founded in 1979 by Estée's second son, Ronald Lauder, will cease being in existence.

Its first, ex-director, Sylvie Chantecaille said,

"It was a great introduction for young women. It changed the face of makeup. Everyone learned from Prescriptives about warm and cool."

One of the early factors explaining Prescriptives's demise are seen in retrospect to have been the rise of the makeup-artist brands in the mid-nineties with Bobbi Brown and M.A.C which made it appear less edgy...

The current economic context is reportedly forcing Estée Lauder to allocate investments to more strategic posts.

The company points out that they still owned the trademarks, assets and Prescriptives's name.

Their perfume Calyx introduced in 1986 will not be discontinued but will from now on be distributed through their parent company Aramis and Designer Fragrances.

Update: the news were confirmed by Estée Lauder saying that you will continue to be able to purchase Calyx at the fragrance bars in select fine department stores and online beginning February 2010.

The distribution network will shut down by January 31, 2010 but US customers will be able to shop for their products on their website until inventory lasts.

Via WWD; Estée Lauder press release