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Marketing in Brief: Fun Water

This article was originally published in The Rose Sheet

Executive Summary

Fun Water: Men's fragrance debuting at Dillard's in March to coincide with "Spring Break 1997," Livonia, Mich.-based U.S. distributor, International Theatre of Fragrance said. A Fun Water ad campaign will break during MTV's spring break episodes. Print and radio ads will run in local markets. Created by Malaga, Spain-based De Ruy Perfumes, the fragrance opens with notes of bergamot, Messina lemon, pineapple, lime and Mont Blanc Lavender, leading to a heart of Bulgarian rose, Spanish jasmine and augepine. The drydown comprises sandalwood, cedarwood, bourbon, vetiver, amber and musk. The scent will roll out later in the year to Macy's, Marshall Field's, Dayton's, Hudson's and Belk's doors. A 3.3 oz. edt spray will sell for $35, and 1.7 oz. edt sprays and pours will cost $25 and $23, respectively. A 3.3 oz. aftershave balm will cost $25, while 1.7 oz. aftershave will retail for $20 and a 1.7 oz. deodorant for $10...

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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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