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Beiersdorf

This article was originally published in The Rose Sheet

Executive Summary

Firm is advertising its Nivea Visage brand on TV for the first time in the U.S. with a 30-second ad for the line's Anti-Wrinkle Creme airing in Boston, Chicago, Miami and New York over the next six weeks. The ad, which will roll out to additional U.S. markets in the fall, asks consumers if they are "Worried about Wrinkles?" The ad suggests: "Then use the creme found by a leading French consumer publication to be the most effective and one of the least expensive. Yes, that's right, Nivea Visage Anti-Wrinkle Creme." TBWA, New York designed the campaign. The TV ads, which are tagged with a local retailer in each market, also inform consumers about a concurrent sweepstakes promotion. Beiersdorf said it is considering advertising other Nivea Visage products on TV and plans to continue its ongoing print campaign for the brand

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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

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