Marketing in Brief: Freeman Cosmetics
This article was originally published in The Rose Sheet
Executive Summary
Freeman Cosmetics: Dedicating $3-$5 mil. in ad/promo spending as a Tournament of Roses sponsor. A 30-second TV spot, tagged "Beauty is inside," will debut on ABC Jan. 1 during the Rose Bowl and will run on NBC and CBS network stations and Lifestyle, VH-1, E!, MTV and USA cable channels through February. The ad will feature Beautiful Skin Apricot & Sea Kelp facial scrub, Barefoot Peppermint & Poppies foot lotion and Botanicals Hawaiian Ginger shampoo. From Oct. 15 to Dec. 31, Freeman will also offer .5 oz. on-pack single-use samples on Freeman's Botanicals, Beautiful Bath, Beautiful Skin and Barefoot products. A money-back mail-in offer features a $1 rebate, and a 75 [cents] Botanical and 75 [cents] Beautiful Skin coupon...
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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