Marketing in Brief: Softlips
This article was originally published in The Rose Sheet
Executive Summary
Softlips: Sheer Color appears translucent in the tube, but assumes a "subtle" shade once applied, Mentholatum Co. said. Sheer Color is "super moisturizing" for "soft, healthy-looking" lips, the firm said. The translucent colored Softlips are positioned toward women ages 14-24 who may not want to wear opaque lipstick, according to the company. Sheer Color will be supported with ads in teen-oriented magazines designed by Buffalo-based Campbell & Associates. On counter this fall, the lip protectant will be priced at $2.49, a premium to original Softlips, which retails for about $1.69...
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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