Bristol-Myers Squibb
This article was originally published in The Rose Sheet
Executive Summary
Completes acquisition of Matrix Essentials, which manufactures professional hair care and beauty products sold only in salons. Solon, OH-based Matrix Essentials, which has worldwide sales of more than $200 mil., becomes an independent subsidiary of BMS headed by Michael DeGennaro, formerly BMS VP, corporate development. Matrix founder Sydell Miller will remain as chairman. With the acquisition, BMS gains the VaVoom!, Matrix Essentials and Systeme Biolage professional hair care brands, as well as color cosmetics under the Matrix brand ("The Rose Sheet" June 20, p. 1)
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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