Light, medium, dark. When it comes to foundation shades, it’s not always that simple. And with the world changing and becoming more diverse, the beauty world is changing, too. In fact, more than half of the country’s children are expected to be part of a minority race or ethnic group by around 2020, according to the U.S. Census Bureau. That’s why Shiseido and MATCHCo are introducing a new bespoke foundation with bareMinerals Made-2-Fit Fresh Faced Foundation Customized by MATCHCo. “This technology is a game changer for women of all ethnicities as it offers customized, bespoke shade matching capabilities that cater to all skin tones, so the number of shades it can formulate is limitless,” says Jill Scalamandre, President, Shiseido Makeup Center of Excellence.
Using an intricate algorithm and breakthrough technology, the bareMinerals Made-2- Fit Fresh Faced Foundation Customized by MATCHCo app for iPhone walks users through a series of questions to help her find her exact color match. It leverages the highly sophisticated Apple camera system and processing power of the iPhone, enabling precise skin tone analysis via a set of simple user scans with the aid of a virtual makeup artist driven by artificial intelligence. “The beauty of this app is you can do this in-store at one of our bareMinerals boutiques with a qualified beauty advisor walking you through the steps or you can do this from the comfort of your home,” says Scalamandre. “Either way your personalized, bespoke foundation will be delivered to you in as little as 72 hours, 100% unique to you and your skin tone.”
“Made-2-Fit by bareMinerals is a game changer for a number of reasons,” says Marc Rey, President and CEO, Shiseido Americas Corporation. “First, it illustrates the fact that beauty is not only about delivering a ready-made product, but also about gaining the best consumer insight and really satisfying the needs of every single woman. That’s a big change from a marketing standpoint. We can now use data technology to more effectively meet consumer needs, which is exactly the way the best marketing is being done today. The second breakthrough is the unique and comprehensive launch plan leveraging the new and dynamic marketing tools at our disposal—geomarketing around our stores, programmatic media, in-store offers, and scan parties. From this point of view, these two approaches completely change the rules of marketing in beauty as well as outside of beauty.”
Despite the fact that more people are shopping online for their skincare and beauty products and technology is advancing, an estimated 94% of women are wearing the wrong shade of foundation. As a result, return rates are higher. “There has been significant research that shows women around the world are wearing the wrong foundation as they either haven’t had their foundation correctly matched by a qualified beauty advisor, or they can’t find their shade from the available offerings,” says Scalamandre. “In addition, women tend to wear the same foundation all year round even though our skin tones change from summer to winter and often don’t change it despite our complexions changing as we age.”
More beauty brands are recognizing the need to meet the demand of multi-ethnic products that can work for a wide variety of skin types and tones. As a former VJ, Monika Deol had her makeup done plenty of times. And often, the makeup artists would tell her that they didn’t have the right foundation for her. Deol hit up the beauty counters and saw that while there were plenty of options for light and dark tones, there wasn’t much in the middle. So she launched Stellar Beauty, a line dedicated to mid-range skin tones, with 22 foundations shades, along with concealer and color cosmetics, available exclusively at Sephora. It’s designed for the likes of Hispanic, biracial, Middle Eastern, and Indian ethnicities—like Deol herself—since those make up two-thirds of the global population, and it’s growing quickly. L’Oreal Paris is another brand jumping on the multicultural beauty bandwagon with their True Match foundations. Their patented color technology is designed to match skin tone and texture in 33 shades. As the OG of customization, Prescriptives analyzes your skin’s undertones and specific shades to create one-of-a-kind foundations and powders.
As more brands meet multicultural needs, it’s good news for people everywhere. “I think the beauty industry will continue to support women of all ethnicities as we advance our capabilities in customization and service innovation,” Scalamandre says. “Having recently acquired the Customized by MATCHCo technology it is an incredibly exciting time, not just for bareMinerals and the Shiseido parent company, but for the entire beauty industry.”