In Brief: Internet advertising
This article was originally published in The Rose Sheet
Executive Summary
Internet advertising: FDA's guidance document draft on Internet promotions expected "some time in the summer," the agency said. One area FDA will outline in the guidelines is Web site links "in terms of what types of links would be appropriate and which types could be interpreted to misbrand the product," the agency noted. FDA said it intends to provide "general, rather than specific, detailed guidance, enabling flexibility in its application so as not to hinder scientific exchange or the technological abilities of the Internet." The agency, which has said it will regulate Internet advertising as product labeling, maintained that much of the Internet material it is monitoring "is no different from what we see in print or other media." The Cosmetic, Toiletry and Fragrance Association plans to submit comments following submission of the draft...
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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