Marketing in Brief: Alberto-Culver
This article was originally published in The Rose Sheet
Executive Summary
Alberto-Culver: Repackaging Consort men's toiletries line with an "upscale, contemporary design," the company said. The new "strong, masculine" look uses "contemporary flair" to "better communicate" the brand's classic image, Alberto said. The company has changed the packaging to cobalt blue and color-coded the original Consort logo -- the image of a man's head -- depending on the formula. The new look debuts this month, but Alberto previewed the packaging in August when it launched Consort minoxidil 2% hair regrowth treatment ("The Rose Sheet" July 29, p. 1). The entire repackaged line will be featured in Consort advertising in January...
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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