Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Tarte Cosmetics: Among Tarte's six new items for fall, announced June 2, is Lifted, an eyelid primer that tightens lids and the eye area with Firmitol firming complex, which contains gamma-aminobutyric acid to "assist in the relaxation of facial nerves," as well as extracts of ginseng, purslane and centella asiatica for "an instant wrinkle-reducing effect." Lifted awards a 51% reduction in the appearance of fine lines and wrinkles 10 minutes after application, Tarte says. Firm also highlights use of EcoPure additive in packaging, which it says allows plastics to completely biodegrade in less than 1 to 5 years. Also launching in August are Femme Fatale & Femme Naturale eye palettes, each containing 10 shadows, brush and eyeliner. Eyeshadow pans are recyclable and palette is refillable, company notes. Exclusively at Sephora Tarte will roll out Natural Beauty Complexion Collection kit housing five cosmetics and foundation brush. New shades of Green Siren wax cheek stain and 24/7 Natural Lip Sheer with SPF 15 also will debut. Products will retail for $20 to $54 and will be available at Sephora, Henri Bendel and boutiques beginning in August 2009
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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