Marketing in Brief: Speed Stick Ultimate
This article was originally published in The Rose Sheet
Executive Summary
Speed Stick Ultimate: Positioned to a "younger segment" of consumers -- males ages 15 to 29 -- is the first major line extension of the Speed Stick brand, according to Colgate-Palmolive. The white, solid antiperspirant, which "goes on dry without white residue," contains a "continuous antibacterial protection formula that kills odor-causing germs and delivers 24 hour protection," the company claims. New television ads under the Speed Stick "Just for the Guys" umbrella will support the September product launch, as will FSIs and extensive sampling beginning in November. Speed Stick Ultimate is packaged with "eye-catching" accents geared to a younger audience, the company said. Available in four scents -- Northern Ice, Cool Spice, Active Fresh, Sport Talc -- and an unscented formulation, the antiperspirant will be priced in line with the original Speed Stick...
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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