Gillette Agility disposable women's razor supported with first year $5 mil. ad budget.
This article was originally published in The Rose Sheet
Executive Summary
GILLETTE AGILITY DISPOSABLE RAZOR's "SUPERIOR" FUNCTIONALITY, CONTROL positions the company's newest wet shave product as a "superior-performing" alternative to other disposable razors, North Atlantic Group VP-Female Shaving Mary Ann Pesce said at a July 18 conference call with securities analysts. Agility disposable razors will serve as Gillette's go-between product for consumers of disposables with the expectation that women will eventually "trade...up to refillable systems," Pesce explained. The launch of Agility represents one prong of Gillette's "aggressive capture strategy" for women; the firm will also continue to directly attract new users to its top-end refillable systems. Agility will arrive in North America in late 1997 and will start to ship to eight European markets in March.
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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