UK. Estée Lauder has expanded its foundation repertoire with a new line, Individualist Natural Finish Makeup. It is being launched this month in the travel retail channel.
The product has been formulated with so-called Ideal Match technology, which is claimed to help the foundation instantly adapt to the wearer’s own skin tone, to deliver a natural-looking, flawless finish.
“Women around the world with varying skin tones and complexions are forever looking for that perfect foundation shade and finish, but they don’t have the luxury of time to sift through the hundreds of foundations out on the market to find their exact match,” explained Estée Lauder Senior Vice President Global Product Innovation Anne Carullo.
“We wanted to make the process as easy as matching up a pair of socks. Individualist’s natural finish and expansive colour palette offers a shade for everyone, and the Ideal Match technology allows the foundation to compliment even the rarest of skin tones.”
Individualist delivers oil-free, long-lasting, sheer to medium coverage, according to Lauder. The formula is described as smooth, weightless and silky-soft.
The foundation will be complemented with another make-up launch, Ideal Light. This is an illuminator/concealer pen with skin-brightening pigments to help hide blemishes and disguise dark circles.
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