Lush taps into personalisation trend with 40 shades of foundation

By Simon Pitman

- Last updated on GMT

Lush taps into personalisation trend with 40 shades of foundation
Lush Cosmetics has upped its game by giving its UK customers a big boost to the choice of foundations.

The company launched a brand new range of 40 foundations on the UK market earlier this week, in a move that aims to provide a match for every skin tone.

The company, which is known for its political stands and the fact that it celebrates diversity, is tapping into the massive trend for more personalized products, as well as ranges that target the spectrum of ethnicities.

Colour cosmetics reinvents itself

Only a few years ago, the biggest complaint amongst colour cosmetic users was that it was often challenging to find products that matched or complimented different skin tones.

In particular, individuals with particularly fair or darker complexions would complain that there were few products on the market that could provide a good match.

Now almost every major brand has evolved their colour cosmetics portfolio to reflect the fact that make-up users now insist that there are choices that meet their specific needs – something Lush has been particularly effective at tapping into.

Social media like the range!

The fact that the company has launch a range of foundations that now includes 40 shades definitely puts it ahead of most of the competition, and the launch has also been well received on social media, with the news getting almost 28,000 likes on the trendmood1#MakeupNews​ Instagram account.

The range has been developed with a buildable medium coverage that has been formulated using oils and waxes, with the aim of keeping the skin clear and moist.

It is also available in warm, cool and neutral undertones, ensuring that different types of foundation effect can be achieved for all skin tones.

Related topics Brand Innovation Colour Cosmetics

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