Marketing in Brief: Max Factor
This article was originally published in The Rose Sheet
Executive Summary
Max Factor: Launching waterproof versions of the brand's "best-selling" Stretch and 2000 Calorie Aqua Lash mascaras. Stretch Aqua Lash "stretches the look of lashes" without making "lashes feel stiff and brittle," the Procter & Gamble division said. Waterproof 2000 Calorie Aqua Lash "still `fattens' lashes by 200%" but keeps them "soft and supple," according to Max Factor. The original versions of Stretch and 2000 Calories launched in April 1990 and January 1989, respectively. Both mascaras are available in Rich Black and Dark Brown for $5.15 each. Max Factor Pensilks "resist tugging or pulling around the eye area" and "provide silky smooth application" for a "perfect line every time," Max Factor said. Pensilks are available in six shades, including Sable and Plum Suede, for $5.50 each. All Max Factor products are available in July in mass market outlets...
You may also be interested in...
OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"
With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program
Beauty Claims Inch Closer To Pharma As Cosmeceutical Sector Expands
Though global market-size estimates differ, analysts at SupplySide West 2010 in Las Vegas agreed that cosmeceuticals remain a promising growth vehicle
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