Marketing in Brief: Shiseido
This article was originally published in The Rose Sheet
Executive Summary
Shiseido: Expanding Pureness skin care line with Hydro-Purifying Mask, which "helps stressed skin recover its former clarity [by] deep cleansing while adding essential moisture and minerals to the skin," the firm said. Formulated with Phytogenic Complex, Shiseido's exclusive water-based humectant, and calcium and magnesium to moisturize the skin, the mask "absorb[s] impurities, excess sebum and old surface cells, which are gently lifted off when the mask is peeled away," the company explained. The mask is packaged in a white plastic tube with a turquoise cap. Available in March at department stores, the 2.7 oz. tube will cost a suggested $18...
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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