Adrien Arpel
This article was originally published in The Rose Sheet
Executive Summary
To be distributed in Sears stores, Arpel parent Alfin announces. The 65-SKU skin care and cosmetics collection will debut in 150 Sears stores on Aug. 27. The line will roll out to an additional 400 doors over the next two years, according to the company. To attract consumers to the Adrien Arpel counter, the firm will use "a series of special promotional vehicles," including customized programs. Alfin has experienced distribution difficulties since spokesperson and founder Adrienne Newman left the company and The Home Shopping Network stopped promoting the line. The line is currently available in only a handful of department store doors. A Web site at www.adrienarpel.com has also been established for customer orders and product information...
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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