LVMH
This article was originally published in The Rose Sheet
Executive Summary
North American headquarters to open Dec. 8 at 19 East 57th Street in New York City. The 23-story glass tower, designed by architect Christian de Portzamparc, will house the North American offices of Christian Dior Perfumes, Celine, Guerlain, Loewe, Louis Vuitton and LVMH. Christian Dior's boutique to relocate from Fifth Avenue and will occupy the street level of the building, offering the complete accessory collection on the first floor and ready-to-wear collections on the second. LVMH also plans to develop an adjacent 16-story building at 598 Madison Avenue, which will house Louis Vuitton's relocated boutique on two floors
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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