Pureplay LOOKFANTASTIC launches data driven Foundation Finder e-commerce tool
LOOKFANTASTIC, a THG owned online destination for beauty enthusiasts, has launched a patent pending tool designed to match customers with their perfect foundation shade.
The LOOKFANTASTIC Foundation Finder, according to a press release, “combines cutting-edge technology with scientific precision to bring the in-store, personalised shade matching experience online”.
It adds: “With the rise of the phygital experience, LOOKFANTASTIC introduces a seamless customer experience through a simple beauty questionnaire, designed to shortlist the most accurate matches for shade, tone and texture, filtering out the foundations that don’t meet customer’s complexion requirements.”
“Our Foundation Finder is a breakthrough innovation aimed to empower our customers to take the guess work out of discovering their perfect shade and product match,” says Keely Gough, Managing Director at LOOKFANTASTIC.
“Celebrating inclusivity and individuality sits at the heart of our strategy, so we made it a priority to design our Foundation Finder to cater to a wide range of skin tones and textures, ensuring that everyone feels seen, valued and beautiful.”
Data from over 3,400 foundation samples, including L'Oréal Luxe brands, Lancôme, YSL, Armani, IT Cosmetics and NARS, has been analysed using a spectrophotometer to provide detailed information on the colour and finish of each foundation under different lighting conditions.
This approach allows customers to find colour matches across the entire foundation category, and determines the closest match, as perceived by the human eye, which is then grouped into two categories - exact match and close match.
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