Marketing in Brief: Lord & Berry
This article was originally published in The Rose Sheet
Executive Summary
Lord & Berry: Couture lip and eye products mark the first salon-only cosmetics introduction from the mass market color pencil manufacturer. The three-product line -- lipstick pencil, lip definer and eye definer -- offers "long lasting wearability" and a matte finish, the company said. Waterproof lip definer, "reduces feathering and bleeding," while the eye definer's creamy, soft formula provides "maximum control," the company added. The lipstick pencil comes in 12 shades, such as Venice (deep mauve), Monte Carlo (light orange-pink) and Rome (bronze-brown). The eye and lip definer is available in six tones, including Florence (purple-grape), Moscow (deep maroon) and Copenhagen (royal blue). Available in September, the lipstick pencils sell for $7.50 each, while lip and eye definers price at $5.50 apiece...
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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