Marketing in Brief: Cover Girl
This article was originally published in The Rose Sheet
Executive Summary
Cover Girl: "Spice It Up" fall color collection will be supported by print and television ads at "leadership levels," P&G said. Fall ads in women's and teen magazines and in-store displays will include consumer booklets with product information and application tips. The collection will be featured on the "Ask Cover Girl" Web site and toll-free hotline. Marketing efforts will spotlight new Cover Girl models Sarah Thomas and Lucy Gordon. The color collection includes five coordinating Continuous Color Self-Renewing lipstick and NailSlicks nail polish hues, including Tandoori and Ginger Snap. Available this fall, the new lipstick shades will be priced at $4.75, while the nail polishes will cost $2.25...
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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