Sephora.com
This article was originally published in The Rose Sheet
Executive Summary
Exclusive agreement with online shopping service urbanfetch.com delivers products from the beauty Web site to New Yorkers within one hour after an order is placed, the firm announces May 10. Beginning with nearly 50 products from sephora.com's stable, including Nars, Christian Dior and the Sephora brand, the delivery service eventually will offer more than 300 beauty products. Prices for the products are no higher than those offered on the Sephora site and delivery is free, urbanfetch notes. An additional agreement with Flooz online gift currency announced May 11 offers sephora.com consumers an additional method of payment than traditional credit cards
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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