Marketing in Brief: Givenchy
This article was originally published in The Rose Sheet
Executive Summary
Givenchy: Swisscare Double Sequence Eye Contour Firming balm "perfects the eye contour area and gives eyes a youthful fresh glow" with a 30-day, two-phase system, the LVMH division said. Sequence 1 balm is designed to be used during the first 18 days of treatment to help "firm the skin and reinforce the action of the support fibers." The first sequence prepares the skin for the second phase of treatment with two patented ingredients -- Soothing Rebalancing Complex and Firming Anti-wrinkle complex. Sequence 2 balm "revitalizes and boosts resistance of fine skin around eyes" and "continues and increases the firming anti- wrinkle action," with three patented ingredients (Specific Firming Anti-wrinkle Complex, Gentle Stimulating Complex and Tautening Complex), Givenchy claims. Available in March, a set of 30 single dose packets will retail for $75...
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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