The Body Shop Styling Aids debut marks first step in firm's image "reinvention".
This article was originally published in The Rose Sheet
Executive Summary
THE BODY SHOP STYLING AIDS ARE FIRST STEP OF "REINVENTION PROCESS" for the firm, The Body Shop said in materials presented at the Nov. 1 launch for the hair styling line in New York City. This process, the company noted, includes "reinventing our strategies, our workplace practices, [and] our distribution networks" as well as "redesigning our shops, our logo, [and] our packaging." The Body Shop said it also is "rethinking many of our products" with the idea of developing new ones and "immortalizing the great ones" in an effort to "reinforce our brand position."
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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