Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Shiseido: Extra Length Mascara is bowing as brand's first lengthening mascara, according to Shiseido. Debuting in September with fall color line, mascara contains Fiber Fix Oil to extend lashes "individually and in a singular direction," company claims. Mascara will come in black, brown and deep blue shades for $19 each. Advanced Volume Mascara delivers thick lashes "with alluring dimension and curl," according to the firm. Item will come in three shades for $19. Fall line also includes new products Creamy Eye Shadow Duos ($25) and Corrective Concealer ($30)...
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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