Clairol Nice 'n Easy relaunch supported with new ads featuring Kristen Johnston.
This article was originally published in The Rose Sheet
Executive Summary
CLAIROL NICE 'n EASY RELAUNCHING WITH CONDITIONING CREAM FORMULA that provides users with the "ease of a liquid and the luxury of a cream," according to the Bristol-Myers Squibb division. The "drip-free formula" contains a thickening system that transforms the coloring liquid into a cream once it is applied to hair, the company said. Clairol is emphasizing the advantage of the new Nice 'n Easy Rich Conditioning Color Creme, explaining that the formula "stays in place to deliver uniform results" with the ease of use provided by a liquid coloring system.
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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