Giorgio Beverly Hills Ocean Dream TV, print ads break in August.
This article was originally published in The Rose Sheet
Executive Summary
GIORGIO BEVERLY HILLS OCEAN DREAM LAUNCH PLANNED WITH TWICE THE "MEDIA EXPOSURE" allocated to the firm's Giorgio, Red and Wings women's fragrance introductions, the Procter & Gamble fragrance division said. The firm expects that Ocean Dream will be its largest volume brand; Giorgio's brands also include Giorgio for Men, Red for Men and Wings for Men as well as the Hugo Boss and Laura Biogiotti lines. Giorgio is backing Ocean Dream's launch with the largest ad spend of any of its women's brands, the company said.
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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