Breakthroughs in the cosmetic industry are a dime a dozen. Each and every day, innovative products and concepts graduate from company boardroom meetings to be showcased and touted as the latest and greatest from their brands and the industry that surrounds them. The next, crucial step is solely in the hands of the consumer.

Of course advertising and marketing campaigns certainly play a large role in this key part of the process. When it comes to a product so highly steeped with caution and personal importance as purchasing makeup however, a handful of niggling doubts is all it takes for the great potential of a new product to be left undiscovered on the store shelf.

To counteract the fears that many women have about purchasing the right makeup for them in store, Adorn Mineral Cosmetics has come to the rescue with a new Virtual Colour Matching Service located within its online shop. The service exists to cater for the demands of busy women, many of whom also share typical complaints about purchasing makeup from large retailers with bad lighting and inexperienced staff.

Owner and founder, Briony Kennedy, hopes the Virtual Colour Matching Service will restore confidence in buying cosmetics online.

“We wanted to go beyond the conventional ways of online colour matching and steer away from comparing the customer to a ‘similar’ complexion. Instead, we match you to you. It’s about providing a high value beauty service for a busy lifestyle.”

All customers have to do is upload a photo of themselves and request what kind of products they would like to be colour-matched for. This process does not use stock images closest to the customers’ skin; instead products are carefully selected for them. The resulting products are then saved into the customers’ profile where they can then purchase directly. Seasonal colours and trends will also be updated in their profile, making life easier for future purchases.

With online stores becoming an increasingly large presence in the retail sector, smart and innovative ideas like this seem to be the way forward for Australian companies like Adorn Mineral Cosmetics. It’s also sure to attract a lot of attention by word of mouth, something we girls are good at encouraging.

You can find your perfect foundation match at http://www.adornmineralcosmetics.com.au/.

written by:

Carley Hall - Freelance A Communications graduate from Griffith University and fully qualified make-up artist, Carley Hall's literary talents can be seen in every publication from the Gold Coast Bulletin to Dog's Life Magazine and The Road Ahead Magazine.  With a passion for seeing and covering live music, Carley has been editing myvisiontv.com.au for the last two years.