Benckiser
This article was originally published in The Rose Sheet
Executive Summary
Extending Calgon bath products with Bath & Shower Foam in four fragrances -- Rose, Aloe, Powder and Soft Breeze. The Soft Breeze scent is new to the Calgon line. The product is packaged in a flip-top bottle. Available now, the item is priced at $2.49 to $2.79 suggested retail. Support for the launch includes print ads beginning in April in magazines including Glamour, Mademoiselle and Parents tagged, "Sometimes Calgon time can't come soon enough. Now for the shower too," co-op ads and a $1.50 rebate
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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