Marketing in Brief: Elizabeth Arden
This article was originally published in The Rose Sheet
Executive Summary
Elizabeth Arden: Signs makeup artist Mary Greenwell as creative consultant for color cosmetics. Greenwell will work with Arden on developing color trends and new products, as well as improving the makeup skills of training executives and representing the company at consumer and media events, the Unilever division said. She has worked within the U.S. fashion and entertainment industry since 1979, including experience at Fiorucci and Il Makiage. Mary Greenwell's hire may be influenced by the popularity of "professional" makeup lines developed by makeup artists such as M.A.C. and Bobbi Brown...
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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