Parlux Fragrances
This article was originally published in The Rose Sheet
Executive Summary
Licenses Bal a Versailles and Jean Desprez fragrance brand rights to Miami-based Genesis International Marketing Corporation, Parlux announced June 10. The licensing agreement "completes Parlux' transition out of its low-volume brands, allowing [the company] to focus on [its] stronger, high profile brands...and to actively pursue new growth opportunities within the fragrance industry," Parlux said. The Fort Lauderdale, Fla.-based company bought the brands from Jean Philippe Fragrances in 1996 and has been actively divesting or discontinuing brands, including Todd Oldham, Francesco Smalto, Vicky Tiel and, most recently, Alexandra de Markoff, which it sold to Cosmetic Essence in March ("The Rose Sheet" March 9, p. 16). The company retains licenses for the Perry Ellis, Fred Hayman Beverly Hills and Baryshnikov fragrances as well as its own fragrances, including Animale Parfums...
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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