Fendi
This article was originally published in The Rose Sheet
Executive Summary
Theorema women's fragrance, debuts Aug. 17 exclusively at Saks Fifth Avenue stores, followed by a roll out to Nordstrom, Bloomingdale's and Neiman Marcus doors six weeks later, U.S. distributor LPI said. Print ads designed by Karl Lagerfeld will break in September fashion books. The black and white print ads show a model sitting on the edge of a balcony overlooking the ocean. The fragrance, supplied by Quest, opens with top notes of Californian tangelos and Thai shamouti eglantine, leading to mid notes of jasmine petals and pink pepper and drying to sandalwood and musk accords. Housed in bottles inspired by Fendi's unique handbag designs, an .85 oz. parfum retails for $90. A 3.4 oz. edp and 1.7 oz. edp retail for $72 and $52, respectively. Also available are a bath and shower gel, body lotion, body creme and scented soap ranging in price from $15 each for soaps to $28 for body creme...
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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