Marketing in Brief: Sears
This article was originally published in The Rose Sheet
Executive Summary
Sears: Opening Circle of Beauty boutiques in mid-October at about 150 Sears stores in the U.S. that currently carry cosmetics. The stand-alone, in-store boutiques will feature "open-sell" displays with sampling. Beauty advisors will be available to help consumers choose products and answer questions, Sears says. The Circle of Beauty boutiques will sell five Circle of Beauty lines: skin treatments, color cosmetics, men's and women's fragrances and bath products with coordinated fragrance items such as scented candles and potpourri. Sears has developed the products through a joint venture with former Lancome exec Pierre Rogers ("The Rose Sheet" April 24, 1994, p. 7)...
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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