Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Maybelline New York: L'Oréal brand introduces five new cosmetic products for January. Volume XL Seduction lip color, available in 10 shades, plumps lips up to 30%, company says. Define-A-Lash Volume Mascara "delivers voluptuously thick lashes with zero clumps" with every application thanks to a weightless, cream formula and a brush that hugs each lash to provide precise spacing between them, according to Maybelline. For long wear, the brand also is introducing Define-A-Lash Lengthening Waterproof Mascara, which combines an "ultra-lengthening" formula with waterproof protection. Also for the eyes, the Define-A-Brow Pencil is a "micro-precise" brow pencil that "produces natural-looking, smear-free results every time." Define-A-Brow Gel helps keep brows looking defined with a clear setting gel. Items are available now in mass doors for $5.99 to $8.99...
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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