Renaissance net sales top $170 mil. in FY 1996; new ad campaigns under development.
This article was originally published in The Rose Sheet
Executive Summary
RENAISSANCE REVIVED NAVY AD CAMPAIGN TO BOW IN OCTOBER with an ad budget of about $4 mil., Renaissance division Dana Perfumes said. The campaign, which includes spots for both the women's and the men's version of Navy, will focus on the "high-fashion" positioning of the brand, the company said. Both the men's and women's ads will carry the tagline "You're wearing Navy and it shows," replacing the previous tag "You always feel perfect in Navy," Renaissance noted. The campaign will debut in October. Renaissance bought the Navy scents from Procter & Gamble in November ("The Rose Sheet" Nov. 4, 1996, p. 5).
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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