Marketing in Brief: NASCAR
This article was originally published in The Rose Sheet
Executive Summary
NASCAR: Ann Arbor, MI-based Wilshire Fragrance will launch its second niche fragrance line NASCAR in August. Carrying the licensed name of the stock-car racing circuit, the light scent "is a contemporary, masculine combination of tobacco, citrus, and spice, with notes of sandalwood, musk, and sage," the company says. Distribution in 500 to 1,000 doors this year will include Hibbetts sporting goods chain and one yet-to-be determined middle- to prestige-market department store. NASCAR will also be sold through QVC and the home shopping shows on ESPN and TBS. Wilshire is spending $100,000-$250,000 on advertising to target NASCAR fans and a core audience of 25 to 40 year-olds. The ads will be tagged: "The engine for the senses." Wilshire projects that wholesale sales for the first year will be $1-$1.5 mil. Next spring, Wilshire will introduce NASCAR Women, a light and contemporary fragrance with a "Southern-y" and citrus influence, according to the firm. Campus Collection, Wilshire's first line comprises 48 men's colognes bearing the name of different colleges and universities. Campus Collection finished its first year with $4.5 mil. in sales...
You may also be interested in...
OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"
With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program
Beauty Claims Inch Closer To Pharma As Cosmeceutical Sector Expands
Though global market-size estimates differ, analysts at SupplySide West 2010 in Las Vegas agreed that cosmeceuticals remain a promising growth vehicle
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