The MacManus Group
This article was originally published in The Rose Sheet
Executive Summary
Including N.W. Ayer & Partners and DMB&B, named Avon's global advertising agency. In an effort to consolidate worldwide advertising with one communications group, Avon hopes to "expand its global advertising presence and communicate a more unified brand image throughout its international markets," the company said. Avon has said it intends to increase global ad spending to 3% of total sales from 1.3% by 2000. Last October, the direct marketer announced plans to reserve up to $400 mil. annually through a comprehensive reengineering program and to invest half of the savings in new customer growth initiatives, which include higher levels of ad spending ("The Rose Sheet" Nov. 3, 1997, p. 7)...
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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