In Brief: L'Oreal/Maybelline merger
This article was originally published in The Rose Sheet
Executive Summary
L'Oreal/Maybelline merger: Companies have received a request from the U.S. Department of Justice for "further information about their proposed merger," according to Maybelline. In addition, DOJ, which is conducting the antitrust review, has extended the 15-day review period an additional 10 days. The review period was to expire Dec. 26. "A second request for information is not unusual in a transaction of this size involving participants in the same industry," Maybelline noted, adding that the firms "hope to furnish the requested information as promptly as practical." The companies are still targeting the first 1996 quarter for the closing of the deal. L'Oreal S.A. announced that it would buy Maybelline for $508 mil., or $36.75 a share on Dec. 10...
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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