Prescriptives scouting pencil territory with five new eye, lip colors.
This article was originally published in The Rose Sheet
Executive Summary
PRESCRIPTIVES PURSUING PENCIL MARKET with an aggressive strategy that includes launching five new Prescriptives pencils, repackaging and expanding its existing pencil line, and organizing all offerings in a unified display unit that "invites women everywhere to come and play," the Estee Lauder division said. Prescriptives decided to target the pencil track when pencil sales registered a 185% sales increase in FY 1996, accounting for 14% of the division's makeup sales.
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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