Calvin Klein Cosmetics
This article was originally published in The Rose Sheet
Executive Summary
Launching a new color TV and print ad campaign featuring model Amber Valletta and her husband Herve Le Bihan for Escape and Escape for Men, the Unilever division says. The TV ads for both the men's and women's scents consist of romantic images of the couple in a tropical setting. The print ad for the women's scent shows Valletta, nude, sitting in front of a weathered wooden fence. The men's ad has the couple together in a rough wooden boat. The ad campaign was photographed by Mario Sorrenti. The TV ads will break in the U.S. in July and will begin airing during the holidays in Canada, Germany, Italy and the U.K. The print ads will begin running in July magazines in the U.S. and Canada and in August issues in the U.K. Both the print and TV ads will be used this fall in 12 European countries where the scents will be debuting
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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