Maybelline New York Newest Face Line: Fit Me

Still don’t believe that you can find the right shade of foundation from a drugstore brand? Maybe this new range of product from Maybelline New York can change your mind.

Introducing Fit Me, a four-product face line, and Maybelline executives believe it offers a newer take on the “shade true” category, starting with a foundation, a powder, a concealer and a blush. Three bronzers help complete the finished look.

Items in Fit Me use “skin merge technology,” a patented formula that aims to match skin tone and blend quickly. Fit Me includes a foundation, which has an SPF 18 and uses pigments that are grounded and refined before being added to a translucent base to allow for skin-shade replication. The foundation has a number featured prominently on packaging so the consumer knows immediately which shade of powder will match her skin, as its corresponding partner will bear the same number. Powders use a creamy pigment technology, and both the foundation and powder are available in 18 shades and will retail for $7.99. The concealer is available in six shades, while the blush comes in 12. Concealers will sell for $6.49 and blush and bronzers will sell for $5.51 apiece.

Face is an important category in a makeup brand because face products usually attract new customers and can really build their loyalty to a brand. So with Fit Me, Maybelline New York is looking to build on its face business and lure the entry-level face-makeup wearer, as well as the more established foundation consumer.

So will it fit you? I guess we’ll have to wait for these products to become available in Indonesia!