In Brief: Coty's Royal Secret
This article was originally published in The Rose Sheet
Executive Summary
Coty's Royal Secret: Five Star Fragrance Company acquires the venerable fragrance brand, the Bohemia, N.Y.-based company announced Nov. 5. Five Star will relaunch the 39-year-old women's oriental scent in limited distribution in the U.S., duty free and "select" overseas markets in the spring. The company plans to return Royal Secret to its prestige positioning with the original "costly" fragrance formula and tortoise-shell packaging, Five Star stated. The firm plans to promote the reintroduction with a "comprehensive" marketing campaign. Royal Secret was marketed under the Germaine Monteil umbrella, for which Coty's Lancaster retains the rights. Royal Secret is Five Star's fourth recent fragrance acquisition; the company purchased Royal Copenhagen from Tsumura International in October, Parfums Vicky Tiel Paris from Parlux in August and Norell from Revlon in June...
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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