DIOR SVELTE AD EFFECTIVENESS FIGURES WILL BE MODIFIED
This article was originally published in The Rose Sheet
Executive Summary
DIOR SVELTE AD EFFECTIVENESS FIGURES WILL BE MODIFIED to comply with a recommendation made by the National Advertising Division of the Council of Better Business Bureaus (NAD), NAD said in an Aug. 5 report on a review of claims in Christian Dior Perfumes' print ad for Dior Svelte Cellulite Control Complex. Based on its review, NAD concluded that "improvement percentages" used in the ad should "clearly disclose that they relate to the number of panel subjects and not a level of performance." Dior told NAD that it will "in future advertising follow...NAD's recommendation" even though the firm "believes that its advertising clearly communicates that the percentage of improvement contained therein refers to the subject participating in the clinical testing," the NAD case report stated.
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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