Marketing in Brief: Chanel
This article was originally published in The Rose Sheet
Executive Summary
Chanel: "Multi-million" dollar Coco print advertising campaign featuring model Manon von Gerkan will break in the August issue of Vanity Fair and September books of Cosmopolitan and Allure, the company said. Shot by Patrick Demarchelier, Mahon is pictured in the spots wearing a black lace Chanel dress while laying on a suede sofa in Coco Chanel's Paris apartment. Chanel expects the campaign to reach over 53 mil. women in 21 national and regional publications by the second half of 1997. Gerkan succeeds Shalom Harlow as the new face for the women's fragrance. Chanel introduced Coco in 1985...
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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