Lorac
This article was originally published in The Rose Sheet
Executive Summary
Catalog business launching in retail outlets and via mail order database, founder Carol Shaw says. The company plans to distribute thousands of the "easy to read" catalogs with a color picture of each product in Lorac's 234-SKU lineup and Shaw's philosophies on makeup and skin care. New Lorac products include Harmony (light salmon), Inspiration (copper), Reverie (espresso) and Serenity (bronze) eyeshadows retailing for $16 each. Lipsticks for the season are inspired by actresses Debra Messing, Melina Kanakaredes, Rene Russo and Rita Wilson. Retailing for $17, Debra is an espresso shade, Melina is plum, Rene is peach brown and Rita is sheer rose. Lorac products are sold at Sephora and select Macy's and Nordstrom doors
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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