Alberto VOFine thickening hair line backed by $10 mil.-$12 mil. ad/promo budget.
This article was originally published in The Rose Sheet
Executive Summary
ALBERTO-CULVER VOFINE TARGETING WOMEN WITH FINE AND/OR THINNING HAIR, an audience the company said may total as many as 43 mil. based on statistics from a Gallup hair care poll that reports up to 44% of all women have fine or thin hair. Women polled also indicated that limp, thin and flat hair are a significant hair care concern. Rolling out now, the four-item VOFine line of thickening hair products includes two 13 oz. shampoos and two 13 oz. conditioners for $3.49 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