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L'Oreal Plenitude Turning Point cream, Rouge Virtuale lipstick to bow.

This article was originally published in The Rose Sheet

Executive Summary

L'OREAL PLENITUDE TURNING POINT INSTANT FACIAL cream with beta hydroxy acid is slated to be unmasked in September. Turning Point Instant Facial's "patented BHA instantly sweeps away dullness, discoloration and roughness to reveal smoother, brighter skin," the company said. The product delivers "a burst of energizing moisture" that diminishes visible lines and replenishes skin, according to L'Oreal, which previewed the product to retailers at the National Association of Chain Drug Stores Marketplace trade show in Philadelphia June 28-July 1. L'Oreal is developing print ads for the facial product that will break in fall beauty 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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