Guerlain
This article was originally published in The Rose Sheet
Executive Summary
Samsara ads shot by Patrick Demarchelier featuring "cutting edge" images and "revolutionary colors" are appearing in Elle, Allure, Glamour with model Kaity Braitman. The two-page spread shows Braitman in a long pink cloth flowing over a sandy cliff with a scripted "G" on the left; the second page is a product shot with an orange-brown background. Shalimar ads featuring Shalom Harlow are breaking in the September books of Town & Country, Harper's Baazar and In Style. New York City-based Baron & Baron developed the ads. Guerlain has increased its ad spend by 25% and will spend more than $5 mil. on ads running until September 1999...
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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