Clairol
This article was originally published in The Rose Sheet
Executive Summary
Firm is launching Herbal Essences biodegradable shampoos and conditioners with herbs, botanicals and other plant-derived ingredients and pure mountain spring water in January. Clairol's Herbal Essence shampoo and conditioner line, which bowed in the 1970s, will continue to be sold, the firm said. The new line consists of shampoos in Moisture-Balance, Replenisher, Extra Body and Clarifying formulas, and conditioners in Moisturizing, Replenisher, Light Conditioning and Clean-Rinsing versions. TV and prints ads are slated to break in March. Displays will offer full cash refunds with purchase, and $1-off coupons will be available in FSIs and magazines. The color-coordinated shampoos and conditioners come in 12 oz. bottles with flip-top caps, each featuring a different herbal or botanical ingredient, and will sell for $3.29 suggested retail
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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