Cover Girl Clean Makeup
This article was originally published in The Rose Sheet
Executive Summary
Print ads, tagged "Everyone is beautiful in their own way," will break in July teen-targeted books such as YM, Teen and Seventeen, as well as Elle, Self and Allure, Procter & Gamble said. The Clean Makeup spots stress that "beauty also comes from within," and feature supermodels Tyra Banks and Niki Taylor, and several "real" people of all ages, personalities and ethnic groups, P&G said. Additional ad text reads "So fresh, they're not seeing your makeup, they're seeing you. Clean, for all the beautiful colors of you." A similar TV campaign broke in March. With the Clean Makeup campaign, P&G will turn its attention to its face products, after cleaning up its color business with well-supported seasonal color stories. Cover Girl holds a 40% unit share and 30% dollar share in the cosmetics face market, according to P&G...
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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