COTY LONGING AND VANILLA MUSK WOMEN's FRAGRANCES BOWING
This article was originally published in The Rose Sheet
Executive Summary
COTY LONGING AND VANILLA MUSK WOMEN's FRAGRANCES BOWING in October and September, respectively. The Beckiser division is planning to spend $5.5 mil. to $6 mil. on print and television for Longing in the fourth quarter. One- and two-page print ads tagged "Make a man remember" are slated to appear in October issues of magazines including Cosmopolitan, Elle, Good Housekeeping, New Woman, People, Us, Victoria, Redbook, Self, Seventeen and Vogue. The TV ad featuring the same tagline shows a couple apart and then reunited. It is scheduled to air in late October. The scent targets consumers aged 18 to 35 and older.
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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