Dana Perfumes Shades women's scent slated to receive $3 mil. in marketing support.
This article was originally published in The Rose Sheet
Executive Summary
DANA PERFUMES SHADES WOMEN's FRAGRANCE TO DEBUT IN MARCH as the fourth member of the Navy family of fragrances, the Renaissance Cosmetics division said. Courting a wider audience than Navy for women, Shades will be marketed as a casual scent while maintaining the overall positioning of the original Navy scent as a high fashion, mass market fragrance. Although considered a flanker scent to Navy, Shades, whose juice will not resemble the original, is expected to appeal to the Navy wearer as well as attract its own loyal customer.
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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