Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Clarins: Pure Curl Mascara will debut Aug. 15 as brand's first curling mascara, and will be positioned as "lash treatment," French company says. Pure Curl is formulated with "conditioning film" based on bio-balancing sugars and vegetal gum. which works to make "lashes more supple, allowing them to hold the curl of the brush," Clarins claims. Pure Curl will launch in Clarins' new red metallic packaging design, which is being phased into the entire cosmetics collection. Firm expects to complete repackaging effort by spring 2003. New mascara entry will be available in Pure Black, Pure Brown, Pure Grey and Pure Violet shades for $19.50 each...
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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