Buying a new foundation can be a pain. I never know what shade I am and I can spend hours trying to decide which brand and formula I want to get (powder? liquid? cream?). You can always have a sales person help, but I’m convinced they can make anything look good (I’ve been persuaded to buy some pretty horrifying shades in the past). Not anymore. Sephora and Pantone have finally figured out the science of picking a foundation…literally. Sephora now offers an in-store service, called the SEPHORA + PANTONE COLOR IQ, which uses a device to scan the surface of the skin. It assigns an official Pantone skintone number to you, which is used to find your scientifically precise shade amongst Sephora’s huge selection of foundations. Fancy, eh? Sephora’s Gilbert Soliz explains, “SEPHORA + PANTONE COLOR IQ eliminates many of the variables that can affect shade selection, including pigment challenges, skin texture and undertones which can often distort the clients match.” Um, genius.
Currently, the service is only offered at the Times Square Sephora and the Powell Street Sephora in San Francisco. We’re hoping the service makes its way to more stores soon. For those of you who don’t live in NYC or San Fran, we suggest checking out Findation.com. The website helps you choose a new foundation and find the perfect shade for you. All you need to do is ender two foundation shades that you use and are happy with, and the site will find your shade from another brand. Basically, this website is life-changing for those of us who buy makeup online.
What do you think of the SEPHORA + PANTONE COLOR IQ system? Would you try it?