Pharmacia & Upjohn to re-launch Progaine shampoo with Rogaine.
This article was originally published in The Rose Sheet
Executive Summary
PHARMACIA & UPJOHN TO RELAUNCH PROGAINE SHAMPOO in conjunction with the debut of OTC Rogaine in early April. The company is understood to be planning concurrent shipments of the two lines to retailers, followed by simultaneous advertising of the Rx-to-OTC switch and the supporting shampoo line. Pharmacia & Upjohn is telling the trade that it expects to spend approximately $75 mil. on the Rogaine and Progaine joint advertising campaign.
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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