Marketing in Brief: Escada Collection
This article was originally published in The Rose Sheet
Executive Summary
Escada Collection: Seasonal fragrance is packaged in gold silk with amber colored velvet and lace embroidery to complement the company's Couture Winter collection, according to Adipar. The company will promote the fragrance with Escada umbrella ads breaking in September beauty books. Supplied by Quest, the modern oriental opens with top notes of mandarin and plum. The heart contains jasmine and tuberose, which dry down to ambroxan, tonka bean and sandalwood accords. Available in October at Neiman Marcus, Saks Fifth Avenue, Nordstrom and Bergdorf Goodman, a 1.7 oz. parfum de toilette spray will sell for $90. The company will distribute 25,000 of the numbered, signed bottles, and plans to introduce a new bottle every fall, Adipar said...
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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