YSL ad
This article was originally published in The Rose Sheet
Executive Summary
Campaign for Paris d'Yves Saint Laurent fragrance designed by Creative Director Tom Ford modernizes feminine identity of the rose-based scent, firm says. Featuring Russian model Anna Eirikh in a classic Parisian apartment, ad is "unabashedly erotic cinematic scenario" shot by photographer Mario Sorrenti. Spot shows Eirikh posing in front of a mirror as her black trenchcoat falls open, displaying her "self-awareness and bold sensuality" as two men look on. Ad is debuting in books worldwide
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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