In Brief: Maybelline
This article was originally published in The Rose Sheet
Executive Summary
Maybelline: Sales of Revitalizing mascara more than triple in the three weeks following the firm's airing of its first Revitalizing mascara TV commercial Jan. 30. The 30-second spot, which ran on prime time network and cable, had a "rub-off effect on the entire Revitalizing line," boosting sales and market share for the brand, which had been performing below the company's expectations since its 1993 launch, the company said. According to A.C. Nielsen data, Revitalizing's most recent dollar share was 3.2%, and the total Maybelline dollar share rose to 19.6% -- the company's highest in five years. Maybelline ended 1994 with a 18.2% dollar share and held the number two position among mass market cosmetics...
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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