REFLECT’S HEARTFELT FRAGRANCE OFFER
Byline: Laura Klepacki
NEW YORK — Reflect.com has got a sweet Valentine’s Day deal.
The customized beauty Web site is selling scents designed by actresses Kristin Davis, Allison Janney and Daisy Fuentes, with all proceeds going to the American Heart Association, according to Don Donovan, vice president of fine fragrance.
Manhattan, by Davis, is a soft musk with blooming jasmine. Janney’s Savoir Faire is reminiscent of ocean mist with grapefruits and orange blossom. And Fuentes has designed a scent called Wild Flower smelling of roses with a hint of raspberry.
The scents, available through March 1, are priced $40 each for a purse spray or a sample collection of all three is $10. Reflect is guaranteeing the AHA a minimum donation of $60,000.
Reflect.com, which also offers cosmetics, skin care and hair products, has recently signed on with ComScore, a provider of Internet research to receive information on online beauty sales.
ComScore, founded in August 1999 by two former Information Resource Inc. executives, lists Reflect.com as its first beauty account. Kevin Garton, vice president of marketing, said the intent was to take the IRI model and apply it to the Web. (IRI tracks consumer products sales at mass merchandisers, drugstores and food stores.)
To do this, ComScore tracks the online behavior of a panel of 1 million consumers. While other firms register Web site visits, “we can monitor behavior, but also transaction behavior,” noted Garton. “We can see what they paid for highlighter, blush or lipstick and give a pretty complete analysis on what they bought and how they bought it.”
Matt Doyle, marketing manager at Reflect.com, said that Reflect was still in preliminary stages of working with ComScore. “We are looking at the beauty care online market overall to help us refine our customer focus work,” commented Doyle. “We like their [ComScore’s] focus on the individual customer and how she moves through the online beauty care environment. If we can better understand how she moves through the marketplace, we can provide a better online individual experience to her.”