Avon Scent Trend women's fragrance positioned with 1960s attitude.
This article was originally published in The Rose Sheet
Executive Summary
AVON SCENT TREND WOMEN's FRAGRANCE TO COMPLEMENT COLOR TREND, the company's value-priced cosmetics line. The newest Avon scent and accompanying makeup line will be launched in Avon's Campaign 18 brochure in mid-July. The fragrance, positioned to the same consumer audience as Color Trend, will court women with young, hip attitudes, the company stated. By targeting women who "stand out from the crowd," Avon said it is hoping to "appeal to fashion-savvy customers who want to set trends rather than follow them."
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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