Renaissance Cosmetics
This article was originally published in The Rose Sheet
Executive Summary
New York City-based Partners & Shevack awarded $10 mil. account for one year for the Cosmar and Pro10 nail care brands and the Nat Robbins cosmetics line. The agency will also handle broadcast and print advertising for the Fetish, Love's, English Leather, Canoe and Insignia fragrances. San Diego-based Lambesis formerly represented Fetish, Love's and the Cosmar products, while McCabe & Company (New York) handled English Leather and Canoe. Partners & Shevack's first assignment for RCI will combine three 10-second Fetish spots into one 30-second spot for MTV breaking in June and running through September. The commercial ends with the question "What's your fetish?" after showing women and their particular fetishes. The Navy brand remains with Lotas Minard Patton McIver (New York City), which also handled the account when Navy was a P&G brand. RCI will decide by the end of June which of the two present agencies will gain responsibility for the Tabu and Chantilly fragrance accounts...
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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