FDS Stay Fresh Neutralizing Spray
This article was originally published in The Rose Sheet
Executive Summary
NAD upholds product advertising claims concerning the control of urine odor. Summer's Eve feminine deodorizing spray manufacturer C.B. Fleet challenged Alberto-Culver's Stay Fresh ads, which claim it to be the "first and only spray" that neutralizes urine odor. Summer's Eve products also have been shown to neutralize urine odors, Fleet argued. NAD found Alberto's claim "did not imply that [the product] is more efficacious than other feminine spray deodorant products." The company also provided a "reasonable basis" for claims that Stay Fresh has an "exclusive odor neutralization technology" and "unique formula," NAD said. The claim in question is an interesting twist on the usual claims for feminine hygiene sprays and appears to target the bladder control market
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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