QVC
This article was originally published in The Rose Sheet
Executive Summary
First brick and mortar retail space in Minnesota's Mall of America places cosmetics in prominent display location, according to TV retailer. Outfitted with broadcast capabilities, 2,500-sq. ft. store will feature rotating roster of cosmetic products, dedicating display space to "several dozen" brands at any given time, including Philosophy, Smashbox and Bare Essentials, QVC says. Minnesota store could be first of several such ventures in strategic "destination" shopping areas, firm states, noting that such plans are tentative
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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