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Wella

This article was originally published in The Rose Sheet

Executive Summary

Lifetex Wellness Personal Trainer and Power Up pre-styling controllers work with styling products to maximize hairstyles, firm says. Personal Trainer, formulated with nettle and orange extract, smoothes and tames frizz by building healthy base prior to styling, while Power Up energizes and elevates fine hair with grapefruit, nettle and rosemary extracts, Wella says. Products retail for $12.99 each at salons. Wella's net profit in 2000 grew 25.8% to $90.5 mil. ([Euro]1=$.9), while 26.7% net earnings increase reported in "The Rose Sheet" April 9, p. 6, reflected earnings before interest and taxes

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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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