KMART "EXTRAS" PROGRAM
This article was originally published in The Rose Sheet
Executive Summary
KMART "EXTRAS" PROGRAM is "intended to communicate to our customers, through in-store signing, television and print media, that you can expect something 'extra' at Kmart," the company said. Scheduled to kick off Sept. 18, the program begins with circulars in Sunday newspapers and stores and TV ads. The products featured in the program will include H&BAs and OTCs such as Maybelline lipstick and mascara, Little Ones baby shampoo, baby oil, baby powder and baby lotion, Bristol-Myers Squibb's Ban deodorant and antiperspirant and Warner-Lambert's Listerine Fresh Burst Mouthwash. The Maybelline products will be available at 35% off regular prices, and two 3.5 oz. Ban products will be offered for $6.
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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