Appeal No. 2006-1544
Application 10/024,621
of Shim). From the disclosures pointed to in the applied prior art
references, the examiner concludes that it would have been obvious
to one of ordinary skill in the art at the time of appellants’
invention to modify Maloney to also use inputs regarding a subject’s
birthday or zodiac sign in recommending beauty advice or a beauty
product to a subject, thereby enhancing the effectiveness of the
advertising and reducing costs due to a more targeted campaign, as
taught or suggested in Shim.
We agree with the examiner. Contrary to appellants’ assertion
that the examiner has not provided any “substantial evidence” to
support the combination of Maloney and Shim (brief, page 32), we
note that both of the applied references are interested in the
personalized sale of products and/or services via a network, the
Internet or otherwise, and both collect personal profile information
on a subject which includes physiological, psychological and
attitudinal information about the subject. The goal in both Maloney
and Shim is to then have a central server analyze the inputted
information and place the subject into a particular consumer
category, so that specific targeted marketing recommendations, sales
coupons and advertisements can be sent to the subject based on the
analyzed information. Both Maloney and Shim address the marketing of
beauty products and services. See, e.g., Maloney, page 6, line 36,
and Shim paragraph [068].
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