Clarins
This article was originally published in The Rose Sheet
Executive Summary
Largest ad effort this fall will focus on Clarins Extra Firming Eye Contour Serum and Cream. One- and two-page spots will break in September and run through the fall in beauty and fashion books, including Vogue, Elle and Vanity Fair. Recommended for morning use, the serum contains a protein and polysaccharide complex to promote cell renewal, vitamin E, pineapple and papaya extracts to "drain and decongest the lymphatic system" and mica and titanium to diffuse light. Extra Firming Eye Contour Cream for night use contains chicory extract to "hydrate, moisturize and revitalize," butcher's broom extract to "reduce the signs of fatigue" and a cocktail of noctoferrine, vitamin C and vitamin E to prevent free radical formation. The cream and serum join the Extra Firming collection targeted to women over 35. Both products are housed in 1.7 oz. beige pump bottles and will bow in September for $42.50 apiece...
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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