But if your skin tans really easily, go up to two shades darker - you can always create a custom shade by mixing the two bases as your skin tone changes throughout the year.’ Can you virtually try on other products as well as foundation? ‘If you have fair skin that doesn’t tan easily, just go one shade up. ‘It’s always a good idea to have two foundations in your makeup bag - one that perfectly matches your skin tone, and the other slightly darker for the summer months.’ So, as the weather creeps up in temperature and we’re outside more – it’s worth opting for a shade or two darker than your norm. ‘The biggest mistake to avoid is to try to shade match using names,’ advises Dowdall, ‘the shade Beige in one brand does not always translate to the Beige in another.’ What should you avoid when shopping foundation online? Just make sure you're in a well-lit room and have taken off your make-up beforehand. Simply book a slot and one of their beauty experts will be on hand to offer bespoke advice. Bobbi Brown, By Terry, Trinny London and Code 8 are currently all operating virtual beauty appointments on their website (to find out more about the virtual beauty appointments available click here). ‘Also read customer reviews of the foundation on the brand’s website to gauge whether it’s the right foundation for you.'Īnother way, as with the Bobbi Brown Pro Artist In Your Pocket, is to video chat with an expert online who can match your skin tone. Findation will then generate a list of umpteen different foundations in your suggested shades based on your current/previous foundations.' Go to the website, enter your current foundation brand, formula and shade as well as any previous foundations you’ve owned and their shades (the more brands/shades the better). ‘ is such a great resource to help you choose the right shade,’ says Dowdall. What’s the best way to find your foundation shade? To find out more about virtual foundation matching, we’ve spoken to senior pro make-up artist at Bobbi Brown, Warren Dowdall. Other brands like Elf Cosmetics are offering a virtual service on site whereby using your camera you can try on the different shades of foundation. Bobbi Brown has also noticed a 50% spike in searches for their try on tool, which involves selecting your shade range (from light to dark) before they send you a booklet of 6 shades to sample so you can find ‘the one’. Bobbi Brown, for instance, launched ‘ Pro Artist In Your Pocket’, an online chat and video service to allow customers to seek advice from the Pro Artistry Team. Since lockdown began, beauty brands have become ever more innovative with their online platforms to help consumers find exactly what they’re looking for. According to global information company The NPD, 29% of us are not willing to queue for beauty products and 35% of us are not prepared to wait to test a beauty product. Yet now, even as our high streets burst back into business, it could be while longer until we can test and sample products again. Foundation is that one ‘try-before-you-buy’ product that often requires the help of our beloved beauty counter experts to find the perfect match.
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