Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Naturals by Safety 1st: Dorel Juvenile Group USA, a Dorel Industries unit, adds Naturals by Safety 1 baby-care collection to its portfolio, which includes car seats and strollers, among other children's products. Formulated with natural ingredients and free of dyes, phthalates, triclosan and formaldehyde - chemicals that "have been linked to cancer and other bodily damage" - line consists of Shampoo & Body Wash, Daily Moisture Lotion, Intensive Moisture Cream, Diaper Rash Cream and Bubble Bath. Firm cites Environmental Protection Agency, suggesting that "infants up to age two are, on average, 10 times more vulnerable to carcinogenic chemicals than adults. In fact, children may accumulate up to 50% of their lifetime cancer risk by their second birthday," company says. Dorel Juvenile President and CEO Dave Taylor states: "Upon entering the baby-care space, it was critical to use all-natural ingredients to ensure the safety and health of children, while staying true to the brand's value-conscious model." Products retail for $5.99 apiece at Babies "R" Us stores nationwide and online at BabiesRUs.com.
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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