Lancie entering direct-sales market with TruTone cosmetic line.
This article was originally published in The Rose Sheet
Executive Summary
LANCIE UNVEILING TRUTONE UPSCALE COSMETIC LINE VIA DIRECT SALES, the direct-marketing, start-up company announced. Developed by makeup artist Peter Lamas, TruTone combines the "packaging and the ingredients of a Borghese or a Chanel" with the "distribution methods of Mary Kay," the company said. Cost of the 26-SKU line is about "40% less than brands of the same quality at high-end department stores" since Lancie has no advertising, promotional or other retail overhead costs, according to the firm.
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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