Marketing in Brief: Very Valentino
This article was originally published in The Rose Sheet
Executive Summary
Very Valentino: Designer fragrance is targeted to "very feminine, intelligent" and "outspoken" women ages 25 to 45, Elizabeth Arden said. The scent will debut in Italy in October, with a European roll-out scheduled for 1998. A U.S. introduction is yet to be determined. European print and TV ads, tagged "I'm feeling very Valentino," are scheduled to break in October and will feature Valentino model Georgina Grenville, the Unilever division said. Very Valentino opens with accords of magnolia and lily of the valley. A heart of jasmine and rose of May notes dries down to Indian sandalwood, vanilla, musk and amber accords. The five-SKU line includes 30 mL, 50 mL and 100 mL eau de toilette sprays priced at $38, $57 and $84, respectively...
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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