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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

MAC Halloween promotion: Makeup artist brand will offer Halloween makeovers at counters worldwide Sept. 27-Oct. 31, Estee Lauder division announces. Customers can choose from 21 looks, created using MAC cosmetic products, in seven categories - Abstracts, Animals and Insects, Masks, Sci-Fi, Designs, Monsters and Accident. Looks will also be available on MAC's Web site with application instructions. MAC holiday lineup, Luxuries, is available now, inspired by ornamental and brocade trends in fashion. Items include Seductions lip color compact ($32), Delights eye color palette ($34) and Treasures lip kit ($30), featuring two lipsticks and a gloss. Each set comes in Warm, Cool and Trend variants. Also launching is Viva Glam lip color set ($32) featuring five shades of lipstick and Viva Glam V gloss packaged in a red faux croc mirrored compact with an oriental flower motif. Temptations limited-edition color collection, featuring sets of mini sized MAC bestsellers, will be on counters Nov. 10. Each kit of Lipglass, Lipgelee, Pigments, Shadesticks and Paints will come in "softly-square" packaging for $28.50, firm adds...

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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



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