Hair Research Labs' Hairobics five-step hair care "workout system" debuting.
This article was originally published in The Rose Sheet
Executive Summary
HAIR RESEARCH LABS HAIROBICS FIVE-STEP HAIR CARE LINE includes shampoo, conditioner, finishing rinse, gel mousse and a "shape-up styling refresher." Mark-eted as a "workout" system for hair, Hair Research Labs' first national launch is premised on the concept of hair fitness as "clean, fresh and vibrantly healthy, without dull build-up or shampoo fatigue," the Santa Monica, Calif.-based company said. The workout system includes a three-minute exercise program booklet for the hair and scalp. The new hair care line will be available in Walgreens' full distribution of 1,900 outlets nationwide and 50 Longs drug stores in July. The line will also debut in Canada at Shopper's Drug Marts this fall.
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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