In Brief: Consumer Reports rates hair care products
This article was originally published in The Rose Sheet
Executive Summary
Consumer Reports rates hair care products: December issue of the consumer guide rates Alberto-Culver's Alberto VO5 shampoo and Procter & Gamble's Head & Shoulders Dry Scalp Dandruff 2-in-1 shampoo and conditioner as providing "more body than most shampoos." The report tested 28 shampoos. Consumer Reports rated P&G's Pantene Pro V extra body 2-in-1 a "thicker, creamier lather than most" of the 2-in-1 products tested. In the conditioning category, the report concluded that Nexxus' Humectress Moisturizing conditioner provides a "thicker" consistency "than most" of the 10 conditioners rated. The consumer guide found that the amount of body added by shampoo did not vary among products, although "ease of combing" did. In addition, the report states, "pricey products performed no differently than the inexpensive ones"...
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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