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Maybelline Express Finish

This article was originally published in The Rose Sheet

Executive Summary

Quick-dry nail color line updated with Mad About Mattes, 16 matte shades with "just a hint of perle." Four preview shades -- Matte Grey, Matte Rose, Matte Red and Matte Gold -- will be available in August. The remaining 12, including Matte Blue, Matte Olive and Matte Bronze, will hit shelves in September. In October, Maybelline will introduce Express Finish Matte Maker, a topcoat that adds a "sophisticated matte finish" to any nail color. Separately, Gypsy Chic, the company's fall color story, marks "a return to decadence" with "audaciously rich and extravagantly plush" color. Five shades of Moisture Whip lipstick paired with matching Express Finish nails in colors such as Goldlights and Rare Ruby make up part of the "shamefully dark" palette. Gypsy Chic on Ice, a more limited collection of "soft, shimmery silvers," will debut simultaneously. Print ads will break in August books...

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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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