Marketing in Brief: Helene Curtis
This article was originally published in The Rose Sheet
Executive Summary
Helene Curtis: "Multi-million dollar" Degree advertising campaign is part of a sponsorship deal with the National Football League. The campaign includes TV spots that will run from August through January, the company said. The television ads spotlight "four of the NFL's promising rookies" -- Kevin Hardy, Mike Cheevers, Bernell Roques and Reggie Brown -- who provide product testimonials. The spots will run on network and cable programming and on NFL broadcasts on FOX. The campaign will also feature print ads that will run weekly in USA Today throughout the season. Promotions for the brand under the NFL deal include a $50,000 Super Bowl sweepstakes and two FSIs that will be dropped during the season. Although this is Degree's first league sponsorship, the company did spotlight NCAA basketball coaches in a series of television spots for Degree that ran through the "Final Four" basketball play-offs in March 1996...
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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