Clinique
This article was originally published in The Rose Sheet
Executive Summary
First-ever television advertisement will feature Clinique's best-selling product, Turnaround Cream, which bowed two years ago. Created by New York-based Hal Riney & Partners, the 30-second spot ad uses the image of a wave's action on a shoreline as an "analogy of the potential" of the cream, the Estee Lauder division said. The ad will roll out on network TV to 43 markets nationwide including New York, Los Angeles and Chicago from the end of August through the beginning of November
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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