Marketing in Brief: Gap
This article was originally published in The Rose Sheet
Executive Summary
Gap: Dream joins the GapScents collection as the clothing retailer's fifth scent. The 11-SKU scent will be available in 457 Gap doors on Sept. 20. Dream will be merchandised beside the existing scents, which include Grass, Day, Earth and Heaven, on each store's fragrance display unit, according to the company. Dream will also be displayed in windows and at the cashout counter. Positioned as a "feminine scent," Dream is available in a 4 oz. edt, priced at $19.50, and a .5 oz. edt, for $3.50. Other products in the line include glycerin soap, lotion, shampoo, conditioner, bath salts, bath and shower gel, shave gel and an aromatic candle. A travel set featuring Dream products is also available, with 2 oz. bottles of shampoo, lotion and bath and shower gel, for $8.50. Dream will be housed in recyclable aluminum cans with the logo of a cloud on the label, according to Gap...
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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