One such response has come in the form of a website that promises to match consumers with their ideal foundation shade from a bank of pre-existing products, across brands.
The site, Findation.com, has been in operation since 2012, and on the back of the rising demand for personalisation, has been enjoying increasing coverage in the beauty press world.
The platform boasts that it is powered by 4,088,000 users and over 23,000 foundation shades, and includes brands such as MAC, Rimmel, L’Oréal and more. It offers online retailers ready access to digital beauty shoppers.
How does it work?
The platform works with a sophisticated proprietary algorithm to match shades between brands, linking consumers worldwide with new foundation products that are similar to their current foundation preference to try.
Retailers are able to incorporate the website’s matching service into their own online beauty stores, so that without leaving the retail site, consumers are able to use the matching service and are then offered the best matches from within the store’s product offering.
According to Findation.com, 96% of surveyed users found the shade recommendations useful, and 94% of surveyed users said the Findation service made them more likely to try a new foundation.
Third party service providers are increasingly stepping up to the challenges and opportunities posed by the consumer demand for beauty personalisation, and it remains to be seen whether brands themselves are able to keep up with these offerings.
Consumer favourites
According to Marie Claire, services like Findation are in demand due to their time-saving nature, allowing consumers to confidently use e-commerce to find appropriate makeup without having to try it on for look and feel.
“If there’s a particular brand of foundation you’ve been told you need to try, you can easily find it and the best shade match for your skin tone,” the magazine explains.
“Here’s to never putting the wrong shade of foundation on our faces ever again.”