Elizabeth Arden marketing realignment, True Love ads reflect new image strategy.
This article was originally published in The Rose Sheet
Executive Summary
ELIZABETH ARDEN MARKETING REALIGNMENT IS FIRST STEP TOWARD NEW ARDEN IMAGE, according to the Unilever division. The company's move to merge its three marketing groups -- marketing development, global marketing and retail marketing -- was designed to better align the internal marketing structure with the rest of the Arden business. The first phase of the marketing restructuring includes five upper-level executive appointments, the company said, as well as a reorganization of marketing responsibilities under each executive. The second phase will consist of other personnel shifts on the director level. Executive VP-Marketing Ron Rolleston will head the new division, which is called the marketing group. These changes follow the appointment of Kimberly Delsing to president of Elizabeth Arden in August ("The Rose Sheet" July 25, p. 1).
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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