Elizabeth Arden
This article was originally published in The Rose Sheet
Executive Summary
Contemporary display units expected to attract a younger audience to the prestige Unilever brand. The new open-sell environments, designed by Chesapeake Corp. (Richmond, Va.), were test-marketed at Bon Marche in Seattle last spring and have been extended to Burdines in Boca Raton, Fla. and Macy's in San Juan, Puerto Rico, with additional U.S. locations in the works. Arden opted for barrier-free retail space versus original closed display cases, while "clean and modern" white fixtures with red accents replace the original red-dominated color scheme to make the environments more open and inviting, Chesapeake says. Elizabeth Arden's Asian markets also will receive the new look
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Marketing In Brief
ModiFace launches forecasting tool: Toronto-based virtual makeover firm introduces ShadeCast, a makeup sampling and forecasting tool based on behavioral tracking. ShadeCast is used in conjunction with iPhone application MakeUp, which allows consumers to virtually try on makeup in hundreds of shades from brands including Revlon, Cover Girl, Lancome and Clinique. ShadeCast offers 1,000 cosmetic shades from 40 brands and assigns a ShadeScore "to approximately position the [app's] hottest and most sampled color." ModiFace exec Nikkie Gatto likens the app to radio music playlists, helping consumers "looking to capture the current look, but also provide vital market intelligence to our retail channel partners," she says in Nov. 3 release. "The value of data to demonstrate the aggregate behavior will help the industry predict the latest trends and help cosmetic manufacturers better understand the color and products which most resonate with online and iPhone virtual makeover users," the company says