Marketing in Brief: Aramis
This article was originally published in The Rose Sheet
Executive Summary
Aramis: Print ad campaign for the Tommy Hilfiger women's fragrance will break in October magazines, preceding the Oct. 6 launch of the scent in 750-800 department store doors, the Estee Lauder division said. As yet unnamed, the fragrance will also be supported by TV ads. The scent, which will be positioned as a sister to the tommy men's fragrance, will roll out in spring 1997 to a total of 1,400 doors to match distribution of its male counterpart. The scent will be priced "slightly" higher than tommy and will be displayed at women's fragrance counters, in joint fragrance units with tommy, and in the Tommy Hilfiger women's shop in department stores. The fragrance's launch date was brought forward after the designer moved up his entry into the women's apparel market to August...
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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