Den-Mat
This article was originally published in The Rose Sheet
Executive Summary
Ongoing print campaign for Rembrandt Whitening Toothpaste claims that it "is significantly more effective than Regular Crest in removing stain and plaque and reducing tartar." TV ads, running April 18 through May 8, make a similar claim. Previous ads claimed superiority over "the leading brand" of toothpaste, which referred to P&G's Tartar Control Crest. The National Advertising Review Board (NARB) recently upheld a recommendation of the National Advertising Division of the Council of Better Business Bureaus (NAD) that the comparison to Tartar Control Crest be discontinued ("The Rose Sheet" April 11, p. 7). Den-Mat names another of its competitors in print and TV ads for Rembrandt Mouth Refreshing Rinse, which claim that the product "rights some germs even better than Listerine." Print ads are running now, and TV ads will air May 2 through May 8
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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