Helen of Troy Revlon artificial nails $3 mil. print ad campaign to break in August.
This article was originally published in The Rose Sheet
Executive Summary
HELEN OF TROY REVLON ARTIFICIAL NAILS SUPPORTED WITH $3 MIL. PRINT AD CAMPAIGN breaking in August beauty, fashion and lifestyle books and running through the end of the year, the El Paso, Tex.-based company said. To heighten its competitiveness in a burgeoning nail products market, Helen of Troy will support Revlon artificial nails with a second-half advertising schedule capitalizing on the artificial nail market's high volume seasons of summer and Christmas, the company explained. Helen of Troy will continue to support the 60-SKU Revlon line with advertising in 1998. During its first month on the market, the Revlon artificial nail line generated $546,000 in sales, the company said.
You may also be interested in...
OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"
With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program
Beauty Claims Inch Closer To Pharma As Cosmeceutical Sector Expands
Though global market-size estimates differ, analysts at SupplySide West 2010 in Las Vegas agreed that cosmeceuticals remain a promising growth vehicle
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