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LORAC to launch Academy Awards makeup palette

LORAC Is Doubling Distribution. Whatcha Think?

Makeup artist Carol Shaw's cosmetics collection, Lorac, is about to get bigger. A lot bigger. WWD reports that the 12-year-old line will more than double its distribution in 2008. Now available at Sephora and only 16 independent beauty boutiques, the line will be available in 290 Ulta stores as well as on the brand's soon-to-be-revamped website.

It should be interesting to see if this raises LORAC's profile. One big project in the works is a makeup palette whose colors will be used on some actresses at the Academy Awards. The next day, the palette goes on sale for $38—which, I have to point out, is $3 more than this croc palette, available now. Just sayin'. What do you think? Will you be more likely to take a look at this brand, or are you over it?

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