In Brief: FTC and "green" claims
This article was originally published in The Rose Sheet
Executive Summary
FTC and "green" claims: Federal Trade Commission will seek public comment on whether to update its 1992 environmental marketing claims guidelines in an upcoming Federal Register notice, the agency said in a July 27 press release. FTC noted that environmental technology as well as consumers' perceptions of environmental claims can change "dramatically in a short period of time." FTC said it has received "data to suggest that marketers are qualifying" claims, such as recycled-content, "more frequently" since the publication of the guidelines. FTC also observed that some deceptive green claims of concern to the agency when the guidelines were first published "have become less prevalent." Comments are due by Sept. 29. The commission has scheduled a public workshop/conference Nov. 13 and 14 in Washington, DC to discuss the comments...
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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