Curel
This article was originally published in The Rose Sheet
Executive Summary
Skin Healing Stick is a "concentrated formula to heal and soften dry skin" and is "clinically proven to seal in moisture better than the leading cream," Andrew Jergens claims. The twist-up, "no-mess" stick is ideal for "rough, cracked dry skin spots," Jergens noted. The company is planning an extensive sampling program, which will include the distribution of skin sticks to every dermatologist in the country. The 1.75 oz. healing stick, priced at $8.99, will be available in September. Jergens also will add larger, 18 oz. sizes of its Therapeutic Moisturizing Lotion in Original and Dry Skin formulas. The new products will carry a slightly higher price tag of $9.99, compared to the 13 oz. sizes, which retail for $7.99. Jergens expects to spend $10 mil. to $12 mil. for Curel TV advertising support
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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