Speed Stick
This article was originally published in The Rose Sheet
Executive Summary
Mennen launching a clear dry, silicon-based antiperspirant/deodorant backed by $25 mil., the heaviest advertising support to date behind any Mennen product, the company said. The antip/deo will be available in three fragrances - Ocean Surf, Active Fresh and Aqua Sport - and will retail for around $3.49. The campaign will be designed by the company's ad agency, Young & Rubicam (New York City). An FSI dropping Oct. 31 also will back the ap/deos, which will be available in September
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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