In Brief: Elizabeth Arden
This article was originally published in The Rose Sheet
Executive Summary
Elizabeth Arden: Taps Peter Midwood as Elizabeth Arden exec VP and general manager-International, effective April 1, the Unilever division said March 18. Midwood was formerly sales director of Unilever's Van den Bergh Foods division and has served in general management positions at other Unilever divisions including Quest International. Midwood will report to Arden President and CEO Peter England in his new position. The appointment comes almost a year after former exec VP-International Michael Brillhart resigned to "pursue other interests" ("The Rose Sheet" July 3, In Brief). Also, Lars Stork is named Elizabeth Arden VP and general manager-Europe, reporting to Midwood. Stork assumed the responsibility of VP and general manager in the period between Brillhart's resignation and Midwood's appointment. Stork was previously commercial manager-Europe...
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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