Gillette
This article was originally published in The Rose Sheet
Executive Summary
Introducing a limited edition commemorative 1994 World Cup Sensor razor in March with a suggested retail price of less than $2. The promotional razor has a "sleek, blue-finish metal handle" with red or white accents and a "World Cup identifier" at the base. The outer packaging bears the official red, white and blue World Cup USA 1994 logo. Also, Gillette is staging a "World Cup Challenge" consumer promotion in more than 55 countries worldwide. Through May 1994, one of five local promotions will qualify one consumer from each of the participating countries to attend the 1994 World Cup Finals in Los Angeles in July. The winners from each country also will compete for a portion of a $1 mil. prize in a "high-tech video competition"
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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