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In Brief: UV Index

This article was originally published in The Rose Sheet

Executive Summary

UV Index: Partners for Sun Protection Awareness, a coalition of medical, environmental, consumer and public health groups, asks Commerce Secretary Ron Brown to support "continued dissemination of the Ultraviolet (UV) Index by the National Weather Service (NWS)." According to the coalition, the Commerce Department's National Oceanic and Atmospheric Administration, which oversees NWS, may cut the UV Index service due to "pressures to privatize several NWS functions." The coalition's March 29 letter argues that the service "costs very little" and "has already started to have a positive impact in raising public awareness about overexposure to UV radiation and the need to take protective measures." NWS has been airing the UV Index in 58 cities since July ("The Rose Sheet" June 27, p. 16)...

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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
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