Clairol Hydrience tops permanent dyes in natural-looking locks test: Consumer Reports.
This article was originally published in The Rose Sheet
Executive Summary
CLAIROL HYDRIENCE RATED TOP PERMANENT HAIR DYE BY CONSUMER REPORTS for its natural-looking appearance and coverage of gray, according to the July issue of the independent consumer group publication. Consumer Reports tested Hydrience in the dark brown shade of Sable Cove on tresses that were 25%, 50% and 90% gray and awarded the product the highest overall score on a scale from poor to excellent. The magazine also gave it an "excellent" rating for both natural appearance and gray coverage. Consumer Reports concluded Hydrience retained its color through 20 shampooings and looked "pretty" on hair that was 90% gray and "beautiful" on hair that was 25% gray.
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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