"Disclosure Exposure"
This article was originally published in The Rose Sheet
Executive Summary
Use of disclosures in print, radio and TV ads will be discussed at FTC and National Advertising Division conference at FTC headquarters in Washington, D.C. May 22. Workshop provides opportunity for FTC, NAD, marketing execs, brand managers, ad agencies, state law enforcers and consumer advocates to discuss creative approaches to effective disclosures in advertising; for more information call (202) 326-3784
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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