Marketing in Brief: Church & Dwight
This article was originally published in The Rose Sheet
Executive Summary
Church & Dwight: Extending Arm & Hammer Dental Care toothpaste with Smooth Spearmint formula in October. The striped green and white toothpaste is positioned to attract consumers who have avoided baking soda toothpaste because of its flavor, the company said. The introduction follows the May debut of Extra Whitening and Sensitive Formula versions. Sensitive Formula and Smooth Spearmint in 4.5 oz. tubes retail for about $2.49 apiece, with 6.3 oz. Smooth Spearmint priced at approximately $3.39. A 4.5 oz. tube of Extra Whitening costs about $3.29, while a 2.7 oz. size is priced at around $2.39...
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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