Alberto-Culver To Increase Marketing And Advertising To Drive Growth
This article was originally published in The Rose Sheet
Executive Summary
Alberto-Culver increased its marketing and advertising spend by more than 20% to $254 mil. in fiscal 2004 (ended Sept. 30) to support the company's consumer products and professional beauty supply distribution businesses, a trend that is expected to continue in 2005, CEO Howard Bernick said during an Oct. 28 analyst call. The firm is expected to spend between $260 mil.-$300 mil. on marketing expenditures in 2005, the exec stated
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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