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Avon "Claim your beauty" 1998 ad campaign includes sampling effort.

This article was originally published in The Rose Sheet

Executive Summary

AVON 1998 "CLAIM YOUR BEAUTY" AD CAMPAIGN TAKES REALISTIC APPROACH to beauty marketing with ads designed to demonstrate that "individual beauty knows no boundaries," Avon said. The company's newest ad effort was developed after research revealed a "significant backlash" among women against "hype, over-promise and [a] barrage of unrealistic imagery" in beauty advertising, Avon stated. Claiming that today's beauty advertisements all look alike, Avon said its new campaign has been established to communicate that its mission, vision and way of doing business set the company apart from its competition. Print ads are breaking in February issues of women's fashion, beauty and lifestyle books, including Elle, Allure and InStyle. Television spots began airing in January.

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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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