Marketing in Brief: Elizabeth Arden
This article was originally published in The Rose Sheet
Executive Summary
Elizabeth Arden: Karl Lagerfeld JAKO men's scent print and TV advertising will feature model Jason Shaw with a cameo by the designer in the TV spot, the Unilever division said. Print ads in three-page sequences include a shot of the word "Jako" printed on a window pane and keys spelling out the brand name. Contrived for a "modern and sensual, elusive and mysterious" and "fascinating and seductive" man, JAKO will bow exclusively in Germany in October with a rollout to Europe slated for next year. Top notes of grapefruit, plum and davana essence lead to mid notes of cloves, ginger root, cypress, cardamom and rosewood. The dry down consists of patchouli, amber, incense, sandalwood, leather and musk accords. The 30 mL, 75 mL and 125 mL eau de toilette sprays are priced at roughly $25, $38 and $55 each...
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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