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This article was originally published in The Rose Sheet

Executive Summary

Secret Ultra Dry Anti-Perspirant and Deodorant with aluminum zirconium is formulated with "patented emollient technology that provides more even and uniform distribution enabling the active ingredient to work better at helping reduce perspiration," the company states. The product has a "dome" applicator that "allows you to apply Ultra Dry smoothly and evenly to the skin and rub it in until it vanishes" so that the cream "leaves virtually no residue on clothing," the firm says. A "thumb wheel clicker" at the bottom of the package allows consumers to control the amount of product applied; two clicks are recommended for each underarm, the company states. Ultra Dry Secret is available in Unscented, Regular and Powder versions. Available in July, the item is a suggested $2.49

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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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