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African-American women prefer prestige fragrances; top choice is White Diamonds.

This article was originally published in The Rose Sheet

Executive Summary

AFRICAN-AMERICAN CONSUMERS' H&BA SPENDING POWER THREE TIMES HIGHER than their Caucasian counterparts, Carson, Inc. President and Chief Operating Officer Joyce Roche told the World Perfumery Congress in Cannes, France May 29. While on average, African Americans earn "approximately 35%" less than Caucasians, "numerous studies" have shown they "spend up to three times as much of their disposable income on health and beauty aid products," she said. Within the $2 bil. African-American personal care market, hair care is the largest category, estimated at $1.2 bil. in annual sales, followed by fragrance at $700 mil., cosmetics at $400 mil. and skin care at $100 mil.

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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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