IT Cosmetics uses an offline reference to solve digital shade matching

Challenge

60% of consumers find it really challenging to find their foundation shade, and many of these consumers are women of color. For consumers, finding the correct shade of foundation or concealer for their skin tone whilst taking into account their preferences, allergies and sensititivies can be complicated and they may find themselves going through a process of unnecessary trial and error. Customers have been increasingly wanting to match their shade at home or on the go instead of going to a store. Brands that fail to assist customers in finding the right shade not only hinder their own understanding of consumer needs but also miss an opportunity to build a stronger connection with their customers. This is why the development of an inclusive range of foundation shades has always required extra attention and effort. to match customers to the right shade for them.

Solution

The Foundation Finder is built from using an extensive product database that covers over 11,000 foundation products and 112 different foundation shades from big-name brands like M.A.C Cosmetics, Urban Decay and Bobbi Brown to smaller indie brands like Coola or Dr. Hauschka. IT Cosmetics customers provide us with their existing foundation shade from their current brand. The skin matching algorithm then pulls information from the vast database and based on the foundation shade provided it then pairs the customer with the perfect foundation shade from the IT Cosmetics all-inclusive database. For customers not knowing their foundation or concealer shade at all, we find the perfect shade from scratch by determining their skin tone and undertone through a questionnaire.

About IT Cosmetics

IT Cosmetics was founded in 2008 by Jamie Kern Lima, a TV news anchor who was unable to find products that solved her beauty concerns, including sparse brows and sensitive, rosacea-prone skin. Feeling overlooked by the beauty industry challenged Jamie’s confidence, but it also inspired her journey as an entrepreneur.

Jamie partnered with plastic surgeons and dermatologists to develop skincare-based, problem-solving makeup, and disrupted the industry by showing remarkable Before & Afters on real women with real skin concerns — women who deserved to feel confident and beautiful in their own skin.