Geoffrey Beene $1.5 mil. Grey Flannel, Bowling Green print ad campaign breaking in Sept..
This article was originally published in The Rose Sheet
Executive Summary
GEOFFREY BEENE BOWLING GREEN, GREY FLANNEL AD CAMPAIGNS are launching in September in an effort to attract a new audience of men's fragrance consumers, according to Miami-based French Fragrances. The $1.5 mil. print ad campaign is the first in eight years to support the fragrances. The company currently plans to run ads from September through December 1995 and again in May and June 1996. French Fragrances is marketing the two scents for Bedford Capital Financial, which acquired the worldwide rights for the Geoffrey Beene fragrances from Sanofi S.A. in March ("The Rose Sheet" Feb. 20, In Brief).
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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