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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Twilight Beauty: Concurrent with the release of "New Moon," the second film in the "Twilight" saga based on Stephenie Meyer's best-selling vampire romance novels, Summit Entertainment launches Twilight Beauty in Nordstrom and Hot Topic doors across the U.S. Aimed at the saga's biggest fans, or "Twi-hards," brand's Volturi Twilight and Luna Twilight lines offer "more than just makeup, but a chance for fans to look and feel like they are personally a part of the Twilight experience." Products draw upon material from the series - for example, Mortal Glow Blushing Crème, which "call[s] to mind the one thing Bella will miss most about being human," and Reign Scented Body Mist, based on the description of Bella's scent, according to Nov. 19 release. "Visually stunning" packaging for Luna Twilight has "gold shining through the translucent black," representing "the light coming through the darkness, the power of Edward's love for Bella despite the obstacles that stand between them," while all products in the Volturi range bear the crest of the Volturi family, the "most powerful reigning [vampire] coven." Items are available online, ranging from $11 for Foreshadow Eyelid Primer to $34 for First Light Body Glow

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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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