8/30/2023 0 Comments Ilmakiage foundation shades![]() ![]() “If we are confident in our algorithm and shade range, why not offer a deeper experience? It’s hard to evaluate a complex product off of a sample.”īecause most of its customers are not used to being offered a full-size product to try out, customer education will be important for Il Makiage. The primary education feature by the brand has been through its PowerMatch landing page, which details how the questionnaire and the try-before-you-buy program works in three steps.īut Holtzman notes that offering a full-size try-before-you-buy offering is a difficult technical undertaking, as logistics and website operations must be seamless. “To change a foundation is not an easy thing, and you can’t have an answer after one day,” said Holtzman. Oran Holtzman, CEO at Il Makiage, said the brand’s shade algorithm is different from that of other brands mentioned, largely because Il Makiage is letting customers test out a full-size foundation, which retails for $44, for two weeks before they are charged. Brands like Jane Iredale, Maybelline, Colourpop, Too Faced and Sephora also offer their own foundation-matching quizzes online. In 2018, the brand took it a step further with the launch of Le Teint Particulier, an in-store machine that mixes raw foundation colors to create an exact match to one’s skin tone. In 2013, Lancôme debuted Foundation Finder, a tool to find the best shade for each complexion, at the Macy’s store in Herald Square. ![]() Other brands have also tried to tackle foundation-matching and custom-made blends over the past several years. Il Makiage boasted a 90 percent shade accuracy among this set, according to Holtzman-Erel, though she did not elaborate on the source of those results. Since the beta test, over 600,000 consumers have completed the quiz. They are also sent one follow-up email each day over the following seven days. Afterward, the user is prompted to enter their email address in order to reveal their shade match and is offered the opportunity to try it for free at home. If you don’t know your right shade, it’s just a nice thing to have,” she said.īeginning in December 2018, Il Makiage tested a beta group of customers, who organically found its quiz online. The quiz questionnaire is comprised of seven sections and 18 questions, which look into skin tone, skin concerns and even whether a customer looks better in gold or silver jewelry. Around 50 percent of women still struggle to find their appropriate foundation match, said Shiran Holtzman-Erel, head of product for the brand. “In the last year, all the brands started to say they have 40 or 50 shades, but it doesn’t solve the problem.
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