Marketing in Brief: Elizabeth Taylor's White Diamonds
This article was originally published in The Rose Sheet
Executive Summary
Elizabeth Taylor's White Diamonds: National print and network TV ad campaign breaking in April "reflects the brand's core values of beauty, glamour and richness," Elizabeth Arden said. The new ad effort is part of a comprehensive brand restaging for the seven-year-old scent by the Unilever division. Spots shot by photographer Herb Ritts will show "important male celebrities," including Burt Reynolds. The campaign will run throughout the year. Arden will also partner with jeweler DeBeers for a White Diamonds promotion that will include a diamond solitaire necklace contest in 700 doors nationwide. Revamped in-store images will mirror the ad campaign and also include diamond visuals and new g-w-p promos. The company is restaging the scent to "sustain its remarkable success since launch," Arden said...
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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