Aveda
This article was originally published in The Rose Sheet
Executive Summary
Mark O'Berski to newly created position of VP-consumer marketing effective July 2, Estee Lauder division announces. O'Berski will oversee Aveda Environmental Lifestyle Stores and foreign department stores with additional responsibilities for Aveda Web site, accessories and amenities businesses. Prior to joining firm, O'Berski worked as general manager of French direct marketing firm Le Club des Createurs de Beaute. He also served as executive director of marketing at Origins and marketing director for Aramis
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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