HELENE CURTIS EXTENDING, REPACKAGING VIBRANCE, SUAVE, FINESSE
This article was originally published in The Rose Sheet
Executive Summary
HELENE CURTIS EXTENDING, REPACKAGING VIBRANCE, SUAVE, FINESSE hair care brands in an attempt to regain some of the market share it lost to P&G when it slid from being the hair care market leader in fiscal 1993 to second place ("The Rose Sheet" Jan. 17, p. 4). Vibrance, Curtis' newest brand, will add a shampoo/conditioner and feature new packaging in May. Its suggested retail price is dropping to $2.99 from $3.49. The company will continue promotional support of the brand.
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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