Marketing in Brief: Estee Lauder Re-Nutriv
This article was originally published in The Rose Sheet
Executive Summary
Estee Lauder Re-Nutriv: Intensive Lifting Creme is the "next best thing to a facelift...simultaneously boosting skin's natural levels of collagen, elastin and hyaluronic acid," Estee Lauder said. The company added that within eight weeks of treatment, skin's moisture improves up to 38%, firmness improves up to 33% and fine lines and wrinkles improve up to 57%. The cream contains "a rare, restorative enzyme," the alpha hydroxy acid cystamine bis lactamide, vitamins E and C and grapeseed oil. The product joins the existing Re-Nutriv line, which includes two cleansers, a toner, as well as a number of cremes and body moisturizers. A 1.7 oz. Intensive Lifting cream is packaged in a platinum-colored jar with a golden lid and gold-colored text, and will retail for $150 at Saks Fifth Avenue, Neiman Marcus, Nordstrom, Bergdorf Goodman, Estee Lauder's Las Vegas free-standing store, and Holt Renfrew in Canada...
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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