Oil of Olay
This article was originally published in The Rose Sheet
Executive Summary
Gift sets backed by a "substantial" media campaign designed to reach approximately 90% of Procter & Gamble's target households. A 30-second TV ad as well as print and radio spots will run from Thanksgiving to Christmas. The effort is a "departure from traditional holiday gift campaigns that provide a naive husband with a gift solution. Instead the emphasis is on the women," P&G said. The TV spot features a "gift-giving moment" between a mother and daughter while the print ad highlights the "fun, glittery gift collection." The ad is tagged: "The Gift That Keeps On Glittering." Among P&G's gift offerings are the Oil of Olay Age Defying Series set with 6.7 oz. moisturizing body wash, Olay puff starter kit and 4 oz. Age Defying Series Protective Renewal Lotion. Nail enamel in Sterling (gun metal) and a mini Colormoist lipstick tri-pack in seasonal shades Silver Slipper and Cranberry also are included in the pack. The products are housed in a clear and silver carrying case for $17.59
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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