Shiseido
This article was originally published in The Rose Sheet
Executive Summary
Isao Isejima assumes responsibilities of chairman and CEO of Shiseido Regional Headquarters for the Americas, in addition to his new role as head of Shiseido Cosmetics (America). As head of the company's regional headquarters, Isejima will oversee sales and production operations in North, Central and South America and Hawaii. The Americas headquarters was established in 1997 to provide the region with marketing, production and distribution supervision, as well as to promote "business activity through a closer relationship with the local market" ("The Rose Sheet" June 9, 1997, p. 9). "One of [Isejima's] goals is to create an operational synergy between all organizations currently at work in the Americas to maximize the impact of the overall Shiseido group," which include Shiseido Cosmetics (America), Zotos International and the 5S brand, Shiseido said. Isejima will also continue as chairman of Zotos. He succeeds Yoshitaka Otake, who is returning to Japan as production engineering general manager
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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