Marketing in Brief: Primordiale Nuit
This article was originally published in The Rose Sheet
Executive Summary
Primordiale Nuit: Supported with a $5 mil. T.V. and print ad/promo campaign running from the product's September debut through November. The night cream "perceptibly diminishes" fine lines and wrinkles while "skin hydration and firmness are enhanced," Lancome said. Patented Nanocapsules "blanket skin with continuous concentrations of pro-vitamin A," the company added. Citing results from a study involving 86 subjects, Lancome stated that after eight nights "skin tone and texture look visibly younger." Over 50% of subjects showed an improvement in skin density, smoothness, refinement, clarity, radiance and fine lines, according to the Cosmair division. The night cream joins Primordiale Solution, which debuted in September 1995, and Primordiale Yeux eye cream, (October 1996). A 1.7 oz. silver jar will be priced at $55...
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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