Murad campaign
This article was originally published in The Rose Sheet
Executive Summary
National "multi-million dollar" print ad campaign set to break in October and run through December in books such as Allure, Vanity Fair, Self, Vogue and Martha Stewart Living. The ads, created by San Francisco-based Kirshenbaum Bond & Partners, feature a patient having her face examined under a magnifying lens. The four-color spreads also include a survey consumers can mail to the company for a free skin care evaluation and recommendation, according to Murad. The ads are tagged, "Developed by a doctor, not a cosmetics company." The total gross impressions through December will exceed 100 mil. Murad said
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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