Wella
This article was originally published in The Rose Sheet
Executive Summary
Extending nine-color Midway Couture International Deposit Only Acid Haircolor line with the Red Temptations collection, consisting of three shades -- Bordeaux, Chestnut Red and Bronze Fire. The line is ammonia-free and is "ideal for color-shy clients," the company says, since it "does not alter the natural pigment" and will not "create undertones or fade off tone." With the purchase of two tubes of each of the three new red shades and two Conditioning Glossers, there is a gift of a Conditioning Color Activator, Wella processing timer, swatch book with three new shades, tent card, techniques brochure and a $5 coupon off the next purchase of 12 tubes of the haircolor. The colors are available now in salons nationwide
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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