Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
CoverGirl: Natural Hue Compact Foundation - "preferred by women of color two to one over the leading department store compact foundation" in a Procter & Gamble survey - will join brand's Queen Collection in July, according to May 16 release. The liquid-to-powder foundation employs "a unique combination of oil-absorbing agents and skin conditioners [to] create full coverage that leaves skin silky and smooth" and "contains significantly less titanium" than previous formulas to "combat ashiness and control shine," P&G says. Co-created by Queen Latifah and her personal makeup artist Roxanna Floyd, product will be available in 12 shades ranging from Rich Sand to True Ebony. Priced at $7.99, the foundation will be "highly visible in-store" with print and TV ads breaking in June...
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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