07.03.21
Make Up For Ever is counting on makeup artists for its newest formulations. When the pandemic hit and masks made color cosmetics obsolete, the LVMH brand enlisted more than 40 of its makeup artists to develop new ideas in pigments, shades and product offerings. The result are formulas such as Watertone, a foundation made with 94% naturally-derived ingredients. The formula is packaged in recycled glass and aimed at consumers who haven't tried high-coverage foundation. In the works are new foundations for darker skin tones. Make Up For Ever is expected to introduce the shades early next year.
To get women to try-before-they-buy, Make Up For Ever launched new digital tools like a shade finder that enables users to discover foundations that work. The shade finder relies on artificial intelligence collected from 90,000 people’s skin tones and input from the brand’s makeup artists. Since Shade Finder’s launch in May 2020 worldwide, Make Up For Ever reported as many as 10 times the conversion rate of triers to buyers.
The digital investments are paying off. According to reports, online purchases now account for 35% of sales, compared to 25% prior to the pandemic.
To get women to try-before-they-buy, Make Up For Ever launched new digital tools like a shade finder that enables users to discover foundations that work. The shade finder relies on artificial intelligence collected from 90,000 people’s skin tones and input from the brand’s makeup artists. Since Shade Finder’s launch in May 2020 worldwide, Make Up For Ever reported as many as 10 times the conversion rate of triers to buyers.
The digital investments are paying off. According to reports, online purchases now account for 35% of sales, compared to 25% prior to the pandemic.