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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Kiehl's: L'Oreal luxury division to offer post-summer sun care with Photo-Age Corrector System launching in September. Kiehl's four-product kit - made up of Deep-Action Exfoliating Cleanser, Activated Toner, Intensive Corrective Moisturizer and High-Potency Spot Treatment - addresses hyperpigmentation to even out discoloration "in as little as four weeks," company says. "When tans fade, people start to see the remnants of summer, including dark spots, uneven skin tone, blotchiness and fine lines and wrinkles - and that is just what's on the skin's surface. Under the surface there is invisible damage that can and will manifest into what is seen on the upper layer of the dermis," says consulting dermatologist Adam Geyer, an instructor in clinical dermatologist at Columbia University in New York. Kiehl's says its technology not only delivers smoother, more radiant skin, but also "regulat[es] the future production of pigment and therefore invisible damage that is beginning to form below the skin's surface." System is available for $59 online

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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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