Pacific World
This article was originally published in The Rose Sheet
Executive Summary
Firm is launching a new print ad campaign for Nailene artificial nails. Six different ads show a hand with red fingernails positioned with "prestigious, high-ticket, luxury items" such as a Porsche and a diamond wrist watch. The ad states the price of the luxury item and the tagline "Nails by Nailene $5.00 or less." The ads will run throughout 1994 in magazines such as Self, Glamour and Soap Opera Digest. The agency is Newport Beach, CA-based Burton, Livingstone & Kirk. Pacific World also will promote Nailene nails with a $1 mail-in rebate for nails and a 55 -off instant redeemable coupon for nail kits
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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