Great Wear Budge-Proof brand extended with makeup, concealer in March.
This article was originally published in The Rose Sheet
Executive Summary
MAYBELLINE GREAT WEAR BUDGE-PROOF MAKEUP, CONCEALER, LIPLINER are the latest additions to the L'Oreal division's transfer-resistant cosmetics line. Maybelline introduced its Great Wear makeup collection, including Lash Plus Pro-Vitamin B5 mascara, waterproof eyeliner, lip color and nail color, in the first quarter of 1996 ("The Rose Sheet" Nov. 20, 1995, p. 3). The line was expanded in August with 100% Oil-Free eye makeup remover pads and additional Great Wear lip colors.
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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