AdiPar revamping distribution, planning fall ad campaign for Van Cleef & Arpels scents.
This article was originally published in The Rose Sheet
Executive Summary
VAN CLEEF & ARPELS REINTRODUCING VAN CLEEF POUR HOMME this fall in 20 Saks Fifth Avenue doors, the firm's U.S. distributor AdiPar said. The men's scent originally bowed in the U.S. in 1978, but has since been phased out of distribution, AdiPar explained. The company said it decided to relaunch Van Cleef Pour Homme in the U.S. because the fragrance is "quite viable in Europe," representing 9% of the brand's total volume there.
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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