This article was originally published in The Rose Sheet
Makeup+ "provides all of the benefits of a cream -- complete coverage, long wear, continuous moisturization, serious skin protection" without the "heavy feel" or "mask effect," the Estee Lauder division says. The product is formulated with light-diffusing ingredients, a non-chemical sunscreen and anti-oxidants. Available in March, Makeup+ is replacing Prescriptives' Exact Color Makeup 2. The new item will be promoted with radio and co-op print ads beginning in late spring. Also, Prescriptives is reformulating light coverage Exact Color Makeup 1 and Exact Color Makeup- 100% Oil Free to include sunscreen and anti-oxidants. The items will be reintroduced in June under the names Makeup 1 and Makeup 3, respectively. Prescriptives' new and reformulated foundations are $28.50 each. Exact Color Soft Matte Makeup and Exact Color Oil Free Makeup are being discontinued. To promote the restructured line, Prescriptives will distribute samples of each of its foundations from Sept. 15 through Oct. 15
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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