Sun care research
This article was originally published in The Rose Sheet
Executive Summary
Sunscreen marketers should target teens, minorities and parents of young children to generate "incremental market growth," Chicago-based market research firm Mintel Consumer Intelligence advises based on survey of 1,008 consumers conducted in February. Market has stabilized in part because approximately 25% of U.S. consumers still do not use sunscreen despite recognizing its benefits, study says. Although only 34% of participants ages 18-34 use sunscreen to decrease chances of skin cancer, that reason was most important factor for consumers 65 and older, according to Mintel. Among all consumers, 45% named skin cancer prevention as top reason for sunscreen use compared to 38% who identified protection as primary goal
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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