Alterna
This article was originally published in The Rose Sheet
Executive Summary
"Pro-hemp awareness campaign" consists of posters on San Francisco buses featuring Alterna's drug-free hemp leaf logo and a toll-free number for information. The campaign, which already has run in Los Angeles and New York City, is designed to correct misconceptions about industrial hemp and to educate the public about the benefits associated with the drug-free substance, according to the Los Angeles company. The effort comes on the heels of the company's suit filed against DARE America President Glenn Levant for alleged defamatory remarks made in a Los Angeles Times article. Alterna's Hemp Seed Collection for hair launched in early 1998 ("The Rose Sheet" Nov. 10, 1997, p. 7)
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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