Marketing in Brief: Wella
This article was originally published in The Rose Sheet
Executive Summary
Wella: Liquid Hair Energy Styler volumizing foam provides "volume, support and lift to fine, lifeless hair," the company said. The styler also "defines curl and wave patterns" and "controls flyaway and unmanageable hair," Wella added. As with the entire Liquid Hair line-up, Energy Styler contains Wella's Multi-Active Protector complex, a combination of keratin protein and amino acids to protect and "penetrate the hair's most porous areas," the firm said. Available in salons now, a 10.6 oz. bottle will be priced at $9.99...
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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