Marketing in Brief: Guerlain
This article was originally published in The Rose Sheet
Executive Summary
Guerlain: Extends Kenzo Pour Homme fragrance line with Les Soins de Toilette grooming products. Included in the line is Outdoor Moisturizing Cream, which contains allantoin, shea butter, sunscreen and the firm's exclusive Aqualizer Complex to "moisturize and shield the skin from the effects of everyday stress," the company says. The grooming regimen also includes All-Over Body Gel with hydrolyzed wheat protein; Soap with sweet almond oil; Shaving Foam with an "ozone friendly" propellant system; and an alcohol-free Deodorant Stick with "an active bactericide that protects from perspiration and odors," according to the firm. The packaging for the line is dark blue with red and white graphics. Available in August, prices range from $16.50 for the 3.5 oz. soap to $32 for the 2.5 oz. moisturizing cream...
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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