Clinique
This article was originally published in The Rose Sheet
Executive Summary
Free-standing kiosks debuting nationally in malls in a cooperative effort between Clinique and a number of department stores, including Dillard's and Macy's. Designed to "reach customers where they are and provide a high level of service," the 144 sq. ft. service centers are currently in seven malls located in Florida, Texas, California and New Jersey. The Estee Lauder company will roll out the kiosks nationally in the spring. The centers are the latest in a number of Clinique alternative marketing initiatives. Clinique kicked off an open-sell format in 1997 in an attempt to attract a younger consumer and was one of the first major beauty companies to begin selling on a branded Web site
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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