Gilden Tree
This article was originally published in The Rose Sheet
Executive Summary
Foot Cleansing Gel and Foot Spray debut in Ralston, Neb. firm's signature scents: Lavender & Tea Tree, Wintergreen Peppermint and Lemon Verveine. Foot Cleansing Gel cleans and moisturizes feet and will be available in a 2.4 oz. tube for $5. Foot Spray's "cooling, refreshing" formula "wakes up tired feet, doesn't stain and works right through stockings," the company claims. A 2 oz. aluminum spray bottle will be priced at $5. Travel size versions (.5 oz.) of the new products will be available in Gilden Tree's Travel Footcare Kit along with a Footscrubber and a small tin of Foot Soaks. Packaged in a "retro chic" aluminum case, the kit will retail for $22 through catalogues, bath and beauty boutiques and online venues
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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