Suave
This article was originally published in The Rose Sheet
Executive Summary
Ultra Dry antiperspirant is "proven to keep you drier than regular solids, gels or sprays," according to Unilever's Helene Curtis division. Targeted to women for whom traditional antiperspirants do not provide adequate protection, Ultra Dry is a creamy product dispensed in metered doses, the company explained. The patent-pending dosage system allows the formula to be dispensed without pressure, which allows for a higher level of protection, the company explained. Available now in three scents -- Baby Powder, Shower Fresh and Soothing Aloe -- Ultra Dry costs $1.69 for 1.7 oz. and $2.59 for 2.7 oz., representing about a 30% premium over other Suave antiperspirants. Ads will run through the beginning of July. Suave is also making its clear antiperspirant debut with Invisible Solid, an "affordable solid that goes on clear while still delivering" dryness protection, according to the company. The formula performs as effectively as the leading brand and goes on drier than the leading invisible solid, Helene Curtis claims. Available now in Baby Powder and Shower Fresh, Invisible Solid costs $1.29 for 1.6 oz. (consistent with Suave line pricing) and $1.99 for 2.6 oz...
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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