Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Usher VIP: Elizabeth Arden announces launch of Usher VIP, "an evolution from the cool confidence of the original Usher He [that] celebrates the gentleman inside of every man," according to Dec. 1 release. Television spot for new fragrance - shot in the French Riviera by Pierre Morel, director of "Taken" and "District 13" - follows multi-platinum recording artist and actor Usher and his female companion as paparazzi chase them through the streets of Monte Carlo. VIP "reflects a person who is constantly striving to be the best, allowing the wearer to enter a state of mind where smart is sexy and intelligence rules the day," Arden says. Scent debuts in anticipation of Usher's new album, slated to release in early 2010
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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