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SIMPSON'S DESSERT: MASS MARKET TREAT.

WWD

| February 18, 2005 | Kenny, Bryn | COPYRIGHT 1999 Fairchild Publications, Inc. (Hide copyright information)Copyright

Byline: Bryn Kenny

NEW YORK -- Reality TV star and recording artist Jessica Simpson wants to expand her fan base, for her line of beauty products that is, into the mass beauty market.

Dessert Treats, a younger, less-pricey version of Simpson's prestige line, Dessert Beauty, recently bowed in several mass market outlets, including Walgreens, Eckerd and Brooks Pharmacy. Simpson created the new line with Randi Shinder, the president and founder of Dlish Fragrances Inc., Dessert Beauty's licensee.

"I wanted to make it so all of my fans could afford it," said Simpson. "If they don't have a Sephora in their town they could pick it up anyway." And, while …

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