"MAIN FLOOR" TV PROGRAM ON BEAUTY/FASHION
This article was originally published in The Rose Sheet
Executive Summary
"MAIN FLOOR" TV PROGRAM ON BEAUTY/FASHION will feature segments on cosmetics by firms including Sanofi Beaute, Chanel, Coty, La Parfumerie and Firmenich. According to Alton Entertainment, the West Palm Beach, FL-based producer of "Main Floor," the weekly 30-minute syndicated program will combine "advertorial" segments on beauty and fashion products with pieces on trends and personalities in the beauty and fashion fields. Approximately 30% of the program's content will be advertorial and about 70% will be editorial. About half of each show will be devoted to cosmetics, both mass and prestige.
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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