Marketing in Brief: Escada Beaute
This article was originally published in The Rose Sheet
Executive Summary
Escada Beaute: Que Viva, a "fruity, floral" seasonal fragrance, will be on counter March 1, according to Adipar, the company's New York City-based distribution subsidiary. Supplied by Creations Aromatiques, the scent opens with notes of passion fruit and pineapple, leading to a heart of rose, jasmine, violet, figs, grapes and plums. Sandalwood, cedar and vanilla tree flower accords comprise the drydown. Packaged in a "vivid blue" heart-shaped bottle with a gold cap, a 1 oz. Que Viva eau de toilette will retail for $35. A 1.7 oz. edt spray will cost $45 and a 3.4 oz. edt spray will sell for $65. A 5.1 oz. shower gel and 5.1 oz. body lotion will cost $25 and $30, respectively. Escada is also planning to launch a new men's fragrance and an extension to its Acte 2 scent this spring...
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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