Marketing in Brief: Coppertone Shade
This article was originally published in The Rose Sheet
Executive Summary
Coppertone Shade: Makeup artist Ronnie Specter signed by Coppertone marketer Schering-Plough to "help educate consumers on how to keep their skin looking younger and more beautiful longer" by using sunblock, the company said. The promotional effort is part of a brand overhaul for Shade UVAGuard, which contains avobenzone, as the company repositions the line more toward female sunscreen users, Schering said. The Shade line, which also includes an oil free gel, sunblock lotion and sunblock stick, has been repackaged to incorporate the Coppertone brand name and brighter graphics and reformulated in SPF 30 formula, rather than an SPF 15. A 4 oz. bottle is $7.69. Other Coppertone introductions for 1998 include an expansion of the Kids ColorBlock Disappearing sunblock lotion in blue; last year the formula was only available in a purple SPF 30 version. Both shades of ColorBlock will be available in SPF 30 and 40 formulas and retail for $7.69 for 4 oz. or $9.49 for 8 oz. A new SPF 48 Coppertone Sport is $7.69 for 4 oz...
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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