P&G modifying Cover Girl Continuous Color lipstick "self-renewing" claims -- NAD.
This article was originally published in The Rose Sheet
Executive Summary
COVER GIRL SELF-RENEWING LIPSTICK ADS DEPICT "INSTANTANEOUS" COLOR RENEWAL, the National Advertising Division of the Council of Better Business Bureaus concluded in an Oct. 22 decision. Settling a challenge brought by Revlon, marketer of ColorStay long-wearing lipstick, NAD determined that print and TV advertising for Procter & Gamble's Cover Girl Continuous Color Self-Renewing lipstick depict "complete and instantaneous" renewal of color. The watchdog group recommended that advertising for the Cover Girl product be discontinued or modified "in a manner that best describes the advertiser's intended message" of long-wearing, continuous color and not immediate, self-renewing color.
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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