Awake
This article was originally published in The Rose Sheet
Executive Summary
Full color advertising campaign features latest introductions to Awake's cosmetics line, including Multi-Dimension Eye, Lipscape and reformulated mascara. Multi-Dimension Eye is a cream-based eyeshadow available in three shades for $36 each. Lipscape lip, cheek and eye color comes in nine hues for $16 each, while the mascara is available in Charcoal Black, Mahogany and Sapphire for $15 each. Created by Sergio Corbacho, the four-page spread will break in the April issue of Vogue and the May makeover issue of In Style. Awake cosmetics are available at Henri Bendel, Neiman Marcus and Halls
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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