Ombrelle
This article was originally published in The Rose Sheet
Executive Summary
Two mil. samples of the avobenzone sunscreen will be distributed to dermatologists this spring by Cosmair division Galderma, which markets a number of Rx dermatological drugs and will detail Ombrelle in the U.S. The sampling strategy has worked well for the sunscreen in Canada where Ombrelle has been marketed by former owner DermTec for about five years and is the second largest-selling sunscreen, according to Cosmair. Consumer marketing for Ombrelle, including print ads, which are "under consideration," will be handled by Maybelline. In addition, Maybelline and the American Academy of Dermatology will sponsor a sun awareness program with Ombrelle sampling during the 1998 Ladies Professional Golf Association Tournaments. Galderma introduced Ombrelle SPF 15 at AAD's annual meeting in early March ("The Rose Sheet" March 9, p. 7). An SPF 30 lotion will debut in May with an SRP of $11 for a 4 oz. bottle and $14 for an 8 oz. bottle. The SPF 15 line costs $10 for a 4 oz. lotion or spray and $13 for an 8 oz. lotion...
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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