Estee Lauder
This article was originally published in The Rose Sheet
Executive Summary
Expanding Creme de la Mer prestige skin care line with two cleansers and two tonics. Manufactured using the company's "deconstructed waters" process, which "virtually splits water molecules," the new products contain "charged water [that] acts as a generator to enhance the energy and performance of other ingredients" in the formulas, promotions for the new products claim. The cleansers, available as a lotion or gel, "clean and purify the skin without disrupting even the most sensitive complexion," while the tonics "revitalize and enliven" skin. The tonics are priced at $60 for 6.7 oz. and the cleansers cost $65 for 6.7 oz. Recommended to prepare skin before use of La Mer moisturizing cream, the original product in the line, the new formulas are available in limited prestige doors including Neiman Marcus...
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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