By Dolce & Gabbana
This article was originally published in The Rose Sheet
Executive Summary
Men's and women's fragrance ads breaking in October and November books, including In Style, Elle, Allure and Vogue, New York City- based distributor Eurotalia said. Ads picture each fragrance separately with the tagline, "Fragrance for woman" or "Fragrance for man." Outdoor ads on New York City telephone kiosks and metro cars will appear in September. The scents will be launched exclusively at Saks Fifth Avenue with an "extensive" promo effort that will include in-store blotter cards and vial-on cards, Eurotalia noted. The scents are targeted to women ages 25 to 55 who "love couture," the company added. The men's fragrance was supplied by Firmenich, while IFF supplied By for women. The women's scent comes in 50 mL edp and 100 mL edp for $70 and $90, respectively, while By for men is available in 50 mL and 100 mL for $60 and $80, respectively...
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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