Marketing in Brief: Avon
This article was originally published in The Rose Sheet
Executive Summary
Avon: Fifteen- and 30-second TV ads for the company's Skin-So-Soft Moisturizing Suncare Plus debut this month, the company says. A voice-over for the 30-second ad begins with the query, "Does it feel like summer's been taken away from our kids" while two children are seen playing in a field. The ad touts both the sun protection and insect repellent benefits of the product, noting that Suncare Plus "is a big bad bug repellent derived from plants." The 15-second spot is similar in theme and announces a $3-off offer for the product through July 7. Print ads tagged "It's like sending them out with a mosquito net and a beach umbrella. (Only a lot more fun.)" break in June women's service, parenting and gardening magazines, Avon adds. The ads feature a shot of the same children shown in the TV spots, and offer the same $3-off deal. Skin-So-Soft Moisturizing Suncare Plus debuted in June 1994 ("The Rose Sheet" April 11, 1994, Marketing 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