In Brief: Estee Lauder
This article was originally published in The Rose Sheet
Executive Summary
Estee Lauder: Firm will merge sales and marketing operations of its Estee Lauder, Clinique and Aramis brands in Canada with the respective U.S. divisions in July in order to facilitate simultaneous product launches in the two regions, the company said. Sales and marketing for Prescriptives in Canada was integrated with the U.S. division in 1993. Estee Lauder began merging its Puerto Rico sales and marketing divisions with the corresponding U.S. divisions in April. Estee Lauder will continue to operate a manufacturing plant and financial offices in Canada and sales and training offices for the brands will still be headquartered in Toronto. The firm will also maintain offices for sales and training in Puerto Rico
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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