Marketing in Brief: Parfums Lucien Lelong
This article was originally published in The Rose Sheet
Executive Summary
Parfums Lucien Lelong: Revamped Indiscret fragrance will feature an "updated" juice formulation from the original 1936 scent, the Engelwood Cliffs, N.J.-based company said. The relaunch will be supported with a "seductive" ad campaign carrying the tagline "For the other woman in you," Parfums Lucien Lelong said. Promotional activities will include "heavy" sampling at store-level and at charity functions, the company added. The enhanced "green fruity floral" opens with top notes of lemon, neroli and Italian bergamot, warms to a heart of basil, clove and violet and dries down to a mix of amber, oak moss and sandalwood. Rolling out to Bergdorf Goodman in mid-September, the five-SKU line includes a .25 oz limited edition crystal perfume collector's flacon priced at $250 and 1.7 oz. and 3.4 oz. eau de parfums at $65 and $90, respectively...
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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