L'Oreal
This article was originally published in The Rose Sheet
Executive Summary
Plentitude Age Perfect three-SKU collection of anti-aging products bowing in April addresses "sagginess, loss of firmness, noticeable brown spots...as well as dryness," firm says. Anti-Sagging & Re-Hydrating Day Cream with SPF 15 and nighttime compliment cream fight effects of gravity and aging, L'Oreal claims. Age Perfect Skin Illuminator & Age Spot Diffuser rounds out the line, which is designed for use in tandem with pre-existing Plentitude products. Priced at $15 apiece, new items will be supported with print ads in April 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