Marketing in Brief: Calvin Klein Cosmetics
This article was originally published in The Rose Sheet
Executive Summary
Calvin Klein Cosmetics: Contradiction TV ad campaign breaking October 9 with print spots debuting in November fashion, beauty and lifestyle books, the company said. The 15- and 30-second TV spots will air during "top-rated" shows, such as "Seinfield," "The Practice" and "PrimeTime Live." One-page and four-page print ads will run in publications including Vanity Fair, In Style and Harper's Bazaar. The spots feature supermodel Christy Turlington in different poses with the tagline, "She's always different and never the same," according to the company. The campaign was created by Calvin Klein's in-house ad agency, CRK, under former Creative Director Ronnie Cooke Newhouse and was shot by photographer Craig McDean...
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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