Marketing in Brief: L'Oreal
This article was originally published in The Rose Sheet
Executive Summary
L'Oreal: Plentitude Revitalift Eye anti-wrinkle and firming cream is formulated with the firm's exclusive peptide Par Elastyl and pro retinol A to "firm, tone and improve skin's resiliency around the eye area," the company said. The cream also employs a hydrating protein complex of pro vitamin B5, glycerin and soy protein to "reduce fine lines and wrinkles," the Cosmair division added. Soy protein also combats puffiness, while shorea oil provides "essential" fatty acids to "prevent water loss and provide barrier lipids," L'Oreal said. Revitalift Eye is a follow-up to the Revitalift anti-wrinkle and firming cream for the face and neck, which launched in October ("The Rose Sheet" July 17, 1995, Marketing In Brief). The eye cream will be supported under the $9 mil. Revitalift ad umbrella, with print and TV ads breaking in conjunction with the September launch. A 5 oz. jar of Revitalift Eye will sell for $12.99...
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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