Marketing in Brief: Estee Lauder
This article was originally published in The Rose Sheet
Executive Summary
Estee Lauder: Energize Moisture Recharge cream contains mineral particles to enhance the skin's "water-binding properties" and provide "long-term moisturization," Estee Lauder said. The cream "expedites moisturization to the skin and sustains the hydration level over a continuous period of time" to provide "radiant, smooth and toned" skin, the company explained. According to Lauder, Energize increases skin moisturization 35%, softness 36%, texture 40% and smoothness 57% over an eight-week period. On-counter now, a 6.7 oz. tube is priced at $29.50...
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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