Mentadent
This article was originally published in The Rose Sheet
Executive Summary
Advanced Care toothpaste supported by FSIs, couponing on pack and in print, Unilever division says. Active ingredients include zinc citrate trihydrate, which fights gum diseases such as gingivitis and plaque, as well as sodium fluoride anticaries agent. Mentadent distribution expanded to include more than 3,600 Family Dollar stores and similar value-oriented venues, company says. Mentadent sales in food, drug and mass outlets fell 20.2% to $92.9 mil. during 52-week period ended June 17, according to Chicago-based Information Resources, Inc. On shelves now, Advanced Care is available in 3.5 oz. pump ($2.87) and 5.2 oz. refill ($2.99), as well as twin refill
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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