Urban Decay
This article was originally published in The Rose Sheet
Executive Summary
Repackaging of nail enamels, eyeshadows and concealers is part of effort to upgrade all products, LVMH-owned firm says. Company has spent $3 mil.-$4 mil. over past two years redesigning outer packaging, which has helped to boost sales, CEO Malcolm Kemp says. Urban Decay revenues are expected to top $20 mil. for 2001, nearly doubling 2000 levels, according to Kemp. New dibutyl phthalate-free nail formula is housed in "more sophisticated," wider bottle with signature seal on cap, the company states. Eyeshadows and concealers are packaged in same metal tin but have new flip-top cap. Shadows will have small window on top to reveal color
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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