Revlon's African Pride buy offers A.P. Products international opportunities.
This article was originally published in The Rose Sheet
Executive Summary
REVLON A.P. PRODUCTS BUY GIVES FIRM 10% OF ETHNIC HAIR CARE MARKET with the addition of the African Pride, All-Ways Natural, Ginseng Miracle and 911 ethnic hair care brands, Revlon said June 8. Citing A.C. Nielsen data, Revlon noted the acquisition of New Rochelle, N.Y.-based A.P. Products will more than double Revlon's 4.4% market share in the ethnic hair care category and provide a natural mechanism for growth. The cosmetic company's current ethnic hair care portfolio includes the Creme of Nature, Realistic, Fabulaxer and Lotta Body brands. Revlon's choice to pursue the acquisition of the niche company reflects the strength of A.P. Products' "solid management" and position in the market. Terms of the acquisition of privately held A.P. were not disclosed.
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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