Chese-Pond's banking on AHAs with Vaseline Intensive Care reformulation.
This article was originally published in The Rose Sheet
Executive Summary
CHESE-POND'S LAUNCHING VASELINE INTENSIVE CARE $26 MIL. AD CAMPAIGN to support the reformulated and repackaged skin lotion line, the company said. The TV campaign, which debuts this month, features the six reformulated and repackaged lotions and highlights the line's new "skin empowering" formula, which "heals dryness for up to 12 hours," the Unilever division stated. The campaign, created by McCann-Erickson Worldwide, "focuses on how science `sees' dry skin vs. how the consumer `sees' dry skin," according to Chesebrough-Pond's.
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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