Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Sunsilk Superbowl ad: "Life Can't Wait" global hair care ad campaign featuring Madonna, Shakira and images of Marilyn Monroe will air during Superbowl XLII on Feb. 3, the Unilever brand announces Jan. 17. The stars featured in the campaign reveal significant moments in their lives "which inspired them to discover themselves, their identities and their always-evolving styles," Unilever says, noting the campaign is based on the idea that "hair has a crucial role in a girl's power of transformation and self-expression." Following the ad's premiere at the Super Bowl, ads will debut in 15 countries on three continents. A companion Web site, 1www.lifecantwait.com, will allow women to share their own inspirational stories beginning Feb. 1...
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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