Shiara setting sights on Vision men's scent in August; $2 mil. ad budget.
This article was originally published in The Rose Sheet
Executive Summary
SHIARA SETTING SIGHTS ON VISION MEN'S FRAGRANCE DEBUT into 15,000 mass market doors, including Wal-Mart, Rite Aid, CVS and Eckerd, in August. Described by Shiara as "clean, fresh" and "sophisticated," Vision is the Schaumburg, Ill.-based company's second men's scent. The firm launched NFL, a "compelling, rugged" men's cologne in August 1994 ("The Rose Sheet" Aug. 29, 1994, p. 5). Shiara also markets the women's fragrance Cherry Vanilla as well as the Sunset Cafe collection.
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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