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Gillette

This article was originally published in The Rose Sheet

Executive Summary

Second quarter results will be lower than expected, with sales increasing in the low single digits and earnings per share down 20%, the company announced June 17. Gillette's razors and blades business should make "good progress," driven by Mach 3 sales, which are "exceeding expectations," the company noted. While the toiletries, Braun and stationery businesses have "shown progressive improvement" since the first quarter, "sales have been softer than originally anticipated." In addition, certain overseas markets, including Brazil, Germany, Japan and Russia, have not recovered at the rate anticipated. Separately, the board approved an expansion of a share repurchase program from 50 mil. to 75 mil. shares. Fifty million shares will be bought back by the end of 1999, with the remaining repurchased within 12 to 18 months

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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

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