In Brief: Hoechst AG
This article was originally published in The Rose Sheet
Executive Summary
Hoechst AG: Selling its fragrance, cosmetics and skin care division Marbert GmbH, to Perform, the Milan-based parent company of BBF Cosmetics SpA, for an undisclosed amount. Perform's cosmetic subsidiary is the licensee and distributor for Marbert in Italy. Marbert showed a loss of DM 9 mil. in 1994 on sales of DM 86.1 mil. On June 26, Hoechst announced an agreement to sell its Jade cosmetics subsidiary to L'Oreal S.A. ("The Rose Sheet" July 3, In Brief)...
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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