ELIZABETH ARDEN FINDING TRUE LOVE NOV. 1
This article was originally published in The Rose Sheet
Executive Summary
ELIZABETH ARDEN FINDING TRUE LOVE NOV. 1 in the 3,000 department store doors that sell Arden products. The new women's fragrance is made with a new technology from IFF -- "Emotion of Flowers" -- that combines the scents of two flowers into a fragrance that "is not merely a combination of the two, but an entirely new scent previously unknown," Arden said. This is the first time the technology has been used, the company said. In True Love, rose and lotus are combined "to form a new romantic essence," the company noted. The fragrance top notes are freesia, white cloud rose and lily of the valley; the heart blends jasmine, iris, narcisse and lotus; and the drydown consists of sandalwood, musk and vetiver.
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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