Bath soap performance
This article was originally published in The Rose Sheet
Executive Summary
Price and fragrance are most important factors when purchasing bar soap or body wash, according to study in October issue of Consumer Reports. "Exotic" ingredients such as aloe, vitamin E and other botanicals do little more than pump up product prices because they are formulated in trace amounts, report says. Consumer Reports tested 30 bar soaps and body washes ranging from 2.4[cents] per use with Shield Surf Scent bar soap to 24[cents] per use with Neutrogena Moisture Boosting body wash and found there were "no meaningful differences in terms of how well products rinsed off, whether they left a residual film and how the skin felt later." Consumer watchdog group rated Shield, Ivory and Irish Spring among best value in bar soaps, while Suave Moisturizing 2-in-1 (6.1[cents] per use) received Consumer Reports Best Buy in body wash category
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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