Marketing in Brief: L'Oreal
This article was originally published in The Rose Sheet
Executive Summary
L'Oreal: Cosmair division launching three Plenitude Clarify-A3 alpha hydroxy acid products in July. Developed "to maximize the benefits" of the brand's Excell-A3 line and to complement other Plenitude products, the company said, the Plenitude alpha hydroxy acid products "allow...women to customize their skincare routine every step of the way." Non-soap, vitamin-enriched Facial Foaming Cleanser "doesn't disturb the skin's natural state and protects its natural pH balance" while Peeling Mask provides "more thorough exfoliation than a daily cleanser," L'Oreal says. Clarify-A3 Toner works by "maximizing the potential of the treatment product or moisturizer that follows" with a "dose of AHA," the company adds. The 5 oz. cleanser, 2.8 oz. mask and 8.5 oz. toner each carry the suggested retail price of $8.29...
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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