Model scent
This article was originally published in The Rose Sheet
Executive Summary
Naomi Campbell fragrance is a fruity floral positioned as a "feminine evocation of sensuality and pride," licensee Wella said. The model's first scent, targeted to the teen segment, is rolling out in 25 to 30 countries, including the Middle East, Far East, Switzerland, Poland, Austria and South America, by October. The fragrance hit counters in Germany in July and has already achieved sales 50% higher than the projected target, Wella said. The line, which includes three eaux de toilettes, an eau de parfum, body gel, body lotion, deodorant and body spray, is expected to reach $27.5 mil. in its first year. Supplied by Givaurdan-Roure, the scent opens with spicy red pepper and bergamot, leading to a heart of fig, jasmine and magnolia. The drydown is composed of vanilla, sandalwood and cedarwood. Naomi Campbell is being considered for a U.S. launch in 2000
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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