Lever Brothers
This article was originally published in The Rose Sheet
Executive Summary
Caress Moisturizing Body Wash is bowing in June. The pH-neutral product is "mild enough for the most sensitive areas of the face and body and can be used for shaving," the Unilever subsidiary states. The body wash has a "feminine, floral fragrance" and a "silky, moisturizing lather," according to the firm. The product will be available in an 8 oz. bottle and a "starter kit" of a 2 oz. tube of the body wash and an exfoliating "body pouf." The full-size product carries a suggested retail price of $3.99, and the kit, which contains a 50[cents]-off coupon for the 8 oz. product, is $2.99 suggested retail. Lever Brothers is supporting the launch with a multi-million dollar TV and print ad campaign breaking in mid-July. The ads, developed by BBDO, New York, are tagged "It's as if your skin has turned to silk." Lever Brothers also will promote the product with an FSI this summer reaching 50 mil. households and samples reaching 20 mil. households
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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