Revlon new Mass Cosmetics division is headed by Exec VP and GM Kathy Dwyer.
This article was originally published in The Rose Sheet
Executive Summary
REVLON MASS COSMETICS DIVISION COMBINES ALMAY with the company's former Cosmetics, Treatment and Fragrances sector, which includes brands such as ColorStay and Charlie. The consolidation is part of a larger restructuring effort under which the company's two consumer products segments -- Revlon North America and Revlon International -- are being united into Revlon Consumer Products Worldwide ("The Rose Sheet" Feb. 13, In Brief). Revlon Consumer Products Worldwide consists of the Mass Cosmetics and Beauty Care businesses, as well as various country and regional units, finance units, Sales Worldwide, Department Stores, R&D, Operations Worldwide, Creative Services, Market Research and Development and PR.
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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