The Paris-based professional makeup brand, Make Up Forever, i
s launching "Foundation Nation"
- a campaign to help women everywhere address the most common foundation makeup challenges.
The brand has commissioned The NPD Group, Inc
., a global information company, to conduct a comprehensive study on foundation, which is the #1 makeup subcategory in the U.S., according to The NPD Group, Inc., BeautyTrends 2012 annual sales report.
The study revealed that 73 percent of women
say it's challenging to find the right foundation, and the top challenge associated with foundation itself is finding the right shade, according to 54 percent of women polled.
The study also reveals that 62 percent of women
have problems applying foundation, and 52 percent stated that they aren't using a tool during application, which is likely to be causing at least part of their issues.
And, 72 percent
of women admitted that they do not change their foundation shade each season, even though skin coloring can change by up to four shades at different times of the year and cause a noticeable foundation mismatch.
JP McCary, general manager, Make Up Forever, The Americas, commented:
"We are setting out to teach women how to solve all their foundation concerns by choosing the right formula, the right shade, using the right application technique and the right tool, regardless of the brand they choose to buy."
The brand is hosting events in all Sephora stores across Canada from September 19 h through October 6 th - and the brand's professional artists will be on-hand for complimentary 15 minute foundation lessons.
During each one-on-one session, artists will help clients "diagnose" their biggest foundation issue and then learn how to solve it by teaching proper complexion application techniques. A makeup artist will do one-half of the client's face, and then have the client do the other half in order to learn how to do it on her own. This proprietary education technique was developed by the brand and is taught in their Make Up Schools.