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In Brief: Parlux Fragrances

This article was originally published in The Rose Sheet

Executive Summary

Parlux Fragrances: Retains Montgomery Securities to "explore the alternatives for increasing shareholder value," including a possible sale or merger of the company, Parlux said Nov. 26. The firm calls its sales and income record "impressive," but maintained that "Wall Street valuation of Parlux is well below standards for...companies with comparable" because of earnings-per-share declines. For the first six months of FY 1997 (ended Sept. 30), Parlux' eps was 25 [cents] versus 26 [cents] in the year-ago period. The Montgomery hire is a result of Parlux' board authorizing the firm to "pursue all reasonable actions to enhance shareholder value" in September ("The Rose Sheet" Sept. 16, In Brief). In May, Parlux retained Salomon Brothers to explore its "strategic advantages"; that deal ended when Parlux signed a letter of intent with Haas Wheat & Partners extending terms of its $40 mil. debenture arrangement to 20 years ("The Rose Sheet" June 3, In Brief). Those discussions were terminated June 12...

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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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