Marketing in Brief: Bebe
This article was originally published in The Rose Sheet
Executive Summary
Bebe: Fashion retailer launching 2be women's scent into 78 Bebe stores Oct. 17. The "linear" fragrance has a "dominant presence and character that lingers over time," Bebe said. The 2be scent targets the modern woman, and represents "confidence, empowerment and self-expression," Bebe added. The Firmenich-supplied scent combines notes of lavender and geranium with an element of jasmine and "light, sensuous" musk accords. The clear Pochet bottle, styled to represent the curve of a woman's body, is topped with a silver cap. A 1.7 oz. eau de toilette is priced at $34. A print ad carrying the tagline "2be or not 2be...there is no question" is running in the October edition of Vogue. An earlier spot, tagged "2be what you want 2be," appeared in the August edition of Allure...
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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