Marketing in Brief: Del Pharmaceuticals
This article was originally published in The Rose Sheet
Executive Summary
Del Pharmaceuticals: Spending $1 mil. on advertising for Orajel fever blister/cold sore treatment in 1995, according to the company. A new version of the product, Orajel CoverMed Tinted Cream is featured in May issues of People and Cosmopolitan. Available now, the .188 oz. cream costs between $4.89 and $5.49. CoverMed, containing 1% dyclonine HCl, comes in Light and Medium-Dark shades and "conceals and relieves unsightly cold sores," the company states...
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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