Marketing in Brief: Pantene Pro-V
This article was originally published in The Rose Sheet
Executive Summary
Pantene Pro-V: Flexible Hold hairspray with Elastesse is the "first major breakthrough in hairspray technology in 40 years," according to Procter & Gamble. Elastesse is a "patented styling co-polymer of holding and conditioning ingredients" that "form flexible bonds between hair," P&G said. According to the firm, Flexible Hold hairspray will mark the most heavily supported Pantene Pro-V product launch since the August 1995 introduction of the three-SKU hair treatment line ("The Rose Sheet" July 10, 1995, Marketing in Brief). On counter in September, Flexible Hold and Ultra Hold will be available in aerosol and non-aerosol offerings, line-priced at a suggested $3.19 each..
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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