In Brief: Avon and the goddess of wisdom
This article was originally published in The Rose Sheet
Executive Summary
Avon and the goddess of wisdom: Direct marketer and Hachette Filipacchi Magazines announce plans to publish Athena, a bimonthly women's magazine covering fashion, fitness, nutrition, career and lifestyle beginning in April, with Avon as the exclusive beauty advertiser. The publication will be open to all advertisers in non-competitive categories, such as packaged goods, travel or automotive, Avon said. The May/June issue will be available in the U.S. for a discounted price to Avon customers and representatives or through newsstands for $3.50. The companies will explore future global opportunities through Avon's sales rep network, Avon noted. The magazine is another step in the company's campaign to create a global brand identity and to expand consumer access to its products ("The Rose Sheet" Nov. 3, p. 5). Avon said the publication also will serve as a "unique beauty and lifestyle guide" for its sales reps. Former Elle Beauty Director Bayly Ledes will serve as editor in chief, and Guillaume Bruneau, previously creative director at Sportswear International, will be the art director...
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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