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Marketing in Brief: Bulgari

This article was originally published in The Rose Sheet

Executive Summary

Bulgari: Launching Bulgari Eau Parfumee Extreme unisex scent in March 1997 in Bloomingdale's, Neiman Marcus, Nordstrom and Saks Fifth Avenue. Designed as a stronger follow-up to Eau Parfumee, which debuted in 1992, Extreme contains a higher juice concentration (15%), compared to Eau Parfumee's 4%, and has "longer staying power," according to Bulgari distributor Chanel. "Delicate, fresh and citrusy" Extreme contains the same green tea and Mediterranean notes as the original, beginning with top notes of Italian bergamot and Tunisian bitter orange. The heart comprises Bulgarian rose and Egyptian jasmine, leading to a base of green tea and smoked wood accords. Extreme's juice is a darker green than Eau Parfumee. The bottle has been shortened and features a dark green band, Chanel said. The 1.7 oz. and 3.4 oz. sprays will be priced at $77.50 and $120, respectively...

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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




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