Shiseido trio of launches includes Hair Energizing Complex for prematurely thinning hair.
This article was originally published in The Rose Sheet
Executive Summary
SHISEIDO HAIR ENERGIZING COMPLEX HELPS "PREVENT PREMATURE HAIR LOSS" and thinning hair, while it "restores volume and vitality" to fine hair, the company claims. The formula, developed for use by both men and women, contains tetracosamine, a patent-pending ingredient Shiseido said represents over a decade of research. Tetracosamine "functions to energize hair at its core" and "help the hair develop smoothly from beneath the surface of the scalp [so that] when the hair emerges, it has new found vitality and experiences accelerated stimulation," the company claims. Hair Energizing Complex will debut in July.
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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