NAD: competitor challenges prevail in six of seven personal care cases in 1996.
This article was originally published in The Rose Sheet
Executive Summary
NAD: COMPETITOR CHALLENGES PREVAIL IN SIX OF SEVEN PERSONAL CARE CASES in 1996. Seven of the eight H&BA advertising investigations undertaken by the National Advertising Division of the Council of Better Business Bureaus were initiated by competitors. All but one required changes or clarifications to the ad claims in question. The eighth review was initiated through NAD's routine monitoring program. The advertiser's claims were found to be substantiated.
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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