Max Factor
This article was originally published in The Rose Sheet
Executive Summary
Seamless Makeup will debut in June in time to create "sheer, radiant skin for summer." Available in liquid and stick form, the lightweight product "banishes the visible foundation line forever by providing sheer, natural-looking coverage," Max Factor claims. The two foundations are offered in six shades with a suggested retail price of $8.90. In April, the Procter & Gamble company will introduce a limited-edition Professional Results collection. The four-product lineup includes Stardust Shade & Shimmer Multi-Use Pencil in four hues for $7 each, Shine Sweepers Oil Absorbing Sheets ($4), First Coat Eye Primer ($6.40) and Professional Makeup Brushes ($14)
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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