People In Brief
This article was originally published in The Rose Sheet
Executive Summary
SDA adds to board: Soap and Detergent Association elects two new board members during its annual meeting in Boca Raton, Flor. - William Littlefield, executive VP and general manager of branded products at laundry detergent maker The Sun Products Corporation, and Janice Mabe, VP of Intermediates Americas at chemicals manufacturer Huntsman Corporation. Trade group brought on Colgate-Palmolive's Noel Wallace, president of Colgate's U.S. business, in November 2008, as well as Dr. Larry Berger, senior VP and chief technical officer at Ecolab, a commercial cleaning and sanitizing company. Also in Boca Raton SDA named its officers for 2009 - Frank Sherman of Azko Nobel as board chair, Jane Hutterly of S.C. Johnson as vice chair, Ernie Rosenberg as SDA president, Larry Peiros of Clorox as SDA treasurer, and general counsel Michelle Radecki as corporate secretary
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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