Mendley & James
This article was originally published in The Rose Sheet
Executive Summary
Divesting entire H&BA product stable, including Certain Dri and 5 Day antiperspirant/deodorants and Rose Milk moisturizer, to privately held Numark Labs for $12.9 mil. in cash. The acquisition will allow Mendley & James to operate as a debt-free company, with an estimated operating loss of $7.3 mil. and estimated working capital loss of $24.5 mil. Numark markets 12 OTCs, including Bromo- Seltzer antacid. Mendley & James does not plan to liquidate as a result of the sale, but will sign on Warburg, Pincus to find merger candidates to "take the company in a new direction"...
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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