Enhancing the Shade Range in Foundations
Foundations, Contouring & Concealer Product Development
Procter & Gamble
Procter and Gamble were looking at a new range of foundations and concealer product development for their current market.
The current range did not have shades for all their desired consumers. In addition, the significant gaps in their shade range meant some people could not find the shade that worked for them.Furthermore, the market had shown an interest in contouring products, which they did not currently feature.
Background Research
The first part of developing a line of products was looking at what the client required from the product.
To cover up, give a healthy look, cancel out or correct the tone were key reasons these products played such an important part in people's make-up routine. With this information, I used my consumer skin tone maps and previous sales data to create recommendations for filling in the shade range and producing a new line of products.
Mapping Skin Tones
The next step of the process was to reach out to key stakeholders, including marketing, make-up artists and celebrities, to map their current shade offering onto technical skin-tone maps. Following this, we could see gaps in the offerings when overlayed on top of the skin tone population groups.
Then we repeated the process with our competitors to see how they approached their offerings for all skin tones. All of this combined ensured we could create clear targets for our products.
Foundations, Contouring & Concealer Product Development
I created a formulation guide with my expertise in formulation and process limitations. This guide helped define how the products could be manufactured correctly without errors.
Next, I used pigmentation modelling to create shades that fit within gaps in the market. Finally, I performed further testing on stability before the product could be scaled up and delivered to market.
Collaboration
I worked with the marketing team to support them with their colour needs to ensure MaxFactor could market the product as widely as possible. As the colour expert within the shading team, my expertise could highlight the innovation and breadth of shades, leading to increased awareness and sales.
