Ralph Lauren
This article was originally published in The Rose Sheet
Executive Summary
Cosmair division backing Polo Sport men's scent with $13 mil. in ad spending on 1994, with between $5 and $6 mil. allocated to TV. A 30-second TV ad featuring a montage of images of individual and team sports will air in 54 markets from late January through late March. The ad will appear again during the World Cub soccer tournament in June and July. Two-, three- and seven-page ads currently are running in magazines including Allure, Elle, Seventeen, Rolling Stone, GQ, Esquire and Men's Health. During the year, Polo Sport will be promoted with local store appearances by athletes from teams such as the Houston Rockets. Ralph Lauren launched Polo Sport in December ("The Rose Sheet" Nov. 1, p. 2)
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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