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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

eFoodSafety.com: NumaDerm, a skin-care line from nutritional supplement maker eFoodSafety.com, is formulated with nano-encapsulated anti-oxidants, essential lipids, peptides and phytonutrients to help address skin health and beauty conditions such as dry skin, discoloration, and fine lines and wrinkles, Scottsdale, Ariz. firm says. Proprietary nanotechnology allows active ingredients to be released over a period of several hours; all actives are made from food-grade compounds absorbed by the body as food so that "cellular absorption of nutrients is maximized while toxicity is minimized," company says. NumaDerm Repair Cream "provides healing benefits for dry and damaged skin by increasing elasticity and improving overall complexion" according to firm. Ageless Cream helps smooth fine lines and wrinkles, and Fade Cream corrects discolorations and improves the clarity of the skin. A direct-response marketing campaign will be launched in April to promote the new line, eFoodSafety.com says..

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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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