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Dep

This article was originally published in The Rose Sheet

Executive Summary

"Biggest ever" multi-million dollar ad campaign is scheduled for fall. LA Looks ads tagged "No ordinary girl" break in September books, followed by TV, print and radio ads for Dep hair care. Both Agree and Dep will get new packaging, Dep said. Shipping in January, the new Agree has a citrus-floral fragrance and a holographic label design. A 25.4 oz. bottle will retail for between $3.49 and $3.99. Ads for new Agree break in January. In addition, LA Looks teen-targeted Glimmer Body Splash moves the line "beyond hair" with four 7.6 oz. bottles and 2 oz. trial sizes of scented glitter splash available now...

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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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