Marketing in Brief: Prescriptives
This article was originally published in The Rose Sheet
Executive Summary
Prescriptives: Virtual Skin foundation has a "special affinity for the skin so it looks totally natural in any light source, at any angle," the Estee Lauder division said. The foundation includes Novaspheres, which contain cholesterol, fatty acids and ceramides that "enhance the skin's appearance and boost the skin's protective barrier," the company added. Virtual skin, with SPF 10, also contains hyaluronic acid to moisturize skin and antioxidants to "eliminate free radicals," Prescriptives said. Available in 28 shades including Real Gold, Real Vanilla, Real Suede and Real Dusk, a 1 oz. bottle of Virtual Skin will cost $28.50. The foundation will be backed by a single-page launch campaign tagged "The Future of Makeup" breaking in September issues of Allure, Cosmopolitan, Elle and Martha Stewart Living. In October, two-page ads in Allure, Cosmopolitan and Glamour will include Virtual Skin sample packets...
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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