Procter & Gamble
This article was originally published in The Rose Sheet
Executive Summary
Tests its first infomercial, promoting fixodent Denture Adhesive Cream, July 9 in the Columbus, OH and Hartford, CT/Springfield, MA areas. The 30-minute infomercial, produced by ad agency D'Arcy Massius Benton & Bowles, New York in conjunction with its Feldman Associates subsidiary, provides viewers with a toll-free number to call to receive a .25 oz. sample of Fixodent and recommends that they contact their dentist about the product. The infomercial, hosted by actress Marie Masters of "As the World Turns," features testimonials and advice from denture experts. P&G, which says it is the market share leader in denture adhesives, chose the Columbus and Hartford/Springfield areas for test markets because household denture usage in those areas is 11% above the national average, with 40% of households in the two regions having at least one member using dentures
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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