Estee Lauder
This article was originally published in The Rose Sheet
Executive Summary
Futurist Full Treatment Eye Makeup compact pairs a cream base with eyeshadow. The base contains the antioxidants aloe and cucumber, while the shadow uses milk lipids, phytosingosine and phytosterol to seal in moisture, Lauder says. Available in six shades, including Smooth Pink, Smooth Brown and Smooth Gray, the compact sells for $25. New Lash-Extending Mascara uses microfibers to increase length and volume and hair care ingredients panthenol and pantethine to condition. A square, taper-tipped brush acts as a "hairbrush and comb in one to curl lashes from base to tip." The formula provides eight hours of "flake-resistant, smudge-resistant and clump-resistant" wear, Lauder claims. Suggested retail is $16.50
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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