John Paul Mitchell Systems
This article was originally published in The Rose Sheet
Executive Summary
Forms haircolor division to develop a full range of haircolor products. The company anticipates launching the first product under the new division in the first quarter of 1995. Currently, JPMS's only haircolor offering is a line of color-infusing shampoos intended for color maintenance that are sold under the Creatives name. JPMS has hired Mel Josephs as VP/general manager of the division. Most recently, Josephs was VP-marketing and special projects at Revlon where he headed the Roux haircolor division. He also has held executive and sales positions at Clairol and Redken and was president and CEO of his own consulting firm, Mel Josephs Group, in the late 1980s
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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