Marketing in Brief: Gary Farn
This article was originally published in The Rose Sheet
Executive Summary
Gary Farn: Dropping "several million" scented pieces to promote the St. John designer women's fragrance. Using in-store events, modeling and catalog advertising, Gary Farn said it hopes to double the fragrance's 1996 sales to $6 mil. in 1998. The boosted promotional schedule follows a U.S. distribution, sales and marketing agreement between Gary Farn and Irvine, Calif.-based clothing designer and manufacturer St. John Knits, effective July 1. The women's scent bowed in 1994 and is available in 300 Saks Fifth Avenue, Neiman Marcus, Nordstrom and St. John Knits' retail outlets...
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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