In Brief: Elizabeth Arden
This article was originally published in The Rose Sheet
Executive Summary
Elizabeth Arden: Exec VP-International Michael Brillhart resigns, effective June 30. After 24 years with Arden including three years at his most recent post in Geneva, Switz., Brillhart is leaving the company to "pursue other interests," Arden said. His responsibilities for marketing and operations in Europe and the Far East will be handled on an interim basis by Lars Stork, European commercial director. Because of the global restructuring efforts under way at Arden, the Unilever division said it has not decided whether to appoint a permanent replacement...
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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