In Brief: Colgate-Palmolive
This article was originally published in The Rose Sheet
Executive Summary
Colgate-Palmolive: Sorriso toothpaste, debuting in Brazil with a $20 mil. ad spend for the remainder of 1997, replaces Colgate's recently acquired Kolynos toothpaste brand, the company said. The launch follows a ruling by the Brazilian anti-trust agency Cade that Colgate cannot sell Kolynos under that brand name for a four-year period ("The Rose Sheet" March 24, In Brief). The company has no plans to distribute Sorriso ("smile" in Portuguese) in other Latin American or European countries where Kolynos is marketed. Kolynos dental flosses and toothbrushes will continue to be available in the country...
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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