Avon taking its vitamins
This article was originally published in The Rose Sheet
Executive Summary
Anew Clearly C 10% Vitamin C Serum is designed to "fight the more advanced signs of aging associated with sun damage," the company said. The "lightweight" serum, designed for women 35 and up, gives skin a "natural, healthier looking glow" with an "intense concentration of pure vitamin C." Clearly C "diminishes the appearance of crow's feet" while providing lasting moisturization. Consumers should "see results in as quickly as two weeks," Avon claims. Available in May, the 30 mL serum will cost $20. Anew Direct C Vitamin C Facial Patches clarify skin and target "trouble spots," such as wrinkling around the eyes and on the forehead and cheeks, Avon said. The patches release pure vitamin C in an "ultra-fine, powder form" to "react with skin's natural moisture." Sixteen patches will cost $15. Avon announced its intention to launch vitamin C products during its fourth quarter conference call ("The Rose Sheet" Feb. 8, p. 17)
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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