Cover Girl
This article was originally published in The Rose Sheet
Executive Summary
Participates in annual corporate direct-mail initiative with Publisher's Clearing House to support the Special Olympics. P&G will donate 10cent to the Special Olympics program for each Publisher's Clearing House mailing redeemed, up to $750,000, the firm said. A campaign advertising the sponsorship will include Cover Girl print ads and in-store merchandising highlighting model Niki Taylor and three Special Olympic athletes, P&G said. Mail-in-reply cards, in-store tear pads and print ad tip-in cards will highlight Cover Girl's offer to donate $2 (up to $50,000) to the Special Olympics in the name of consumers who purchase selected products. The effort is expected to "reach 55% of total U.S. households"
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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