Elizabeth Arden
This article was originally published in The Rose Sheet
Executive Summary
Is launching 12 new shades for Flawless Finish Dual Perfection Makeup, Flawless Finish Sponge-On Cream Makeup and Flawless Finish Mousse makeup that will eventually replace each line's existing six to eight shades. Although some of the shade names will vary depending on the product, each line will include shades ranging from Vanilla to Mocha. Packaging also is being modified to include an updated logo with the word Elizabeth over the word Arden, with each word the same width. On counter in September, the items are a suggested $25 each. In the spring, Flawless Finish Liquid Matte Finish and Liquid Dewy Finish makeup bases will be introduced in 12 new shades
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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