Lolita Lempicka
This article was originally published in The Rose Sheet
Executive Summary
National ad campaign will break in Feb and April books, including In Style, with scent strips and the tag line: "The First Fragrance of Lolita Lempicka," according to U.S. distributor Gary Farn (Milford, Conn.). The ad of a woman in a white dress leaning against a tree trunk is the same that was featured in European magazines ("The Rose Sheet" July 27, p. 2). After debuting in October in Saks Fifth Avenue, the fragrance will be expanded to Nordstrom and Jacobson's (Fla. and Mich.) in the spring where it will be supported with more than 500,000 samples, including spray vials, lotion packets and deluxe minis. Also arriving this spring is concentrated eau de parfum "magic wand" roll-on which is a "thicker version of the fragrance." A 7 mL purple bottle will retail for $47
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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