Cover Girl on PlanetRx.com
This article was originally published in The Rose Sheet
Executive Summary
On-line pharmacy now features interactive tools from Cover Girl that allow consumers to "try on" makeup and then recommend the best products for their needs. For example, the Mascara Meter lets consumers apply mascara at any thickness to a model and provides tips on how to recreate the look on themselves. PlanetRx.com has recently picked up more than 120 men's and women's fragrances as well as hair care products from brands such as Joico, Sebastian, Paul Mitchell and Back to Basics
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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