Women's fragrances
This article was originally published in The Rose Sheet
Executive Summary
Industry-wide sales of category rose 7% in first half of 2000 compared to year-ago level, according to NPD Group's annual FragranceTrack report. Market research data show 49% of women's fragrance buyers have purchased three or more bottles for themselves within previous year, an increase from one to two a year ago. The result also reflects growing influence of designer and celebrity name brands on women's fragrance purchasing decisions, with younger women, ages 15-34, being most swayed by new fragrances and designer names, and older women, ages 35-64, loyal to classic scents, NPD says
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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