Leading Professional Makeup Brand Launches National Campaign to Help Women Solve Biggest Foundation Concerns in September 2013
MONTREAL, Sept. 16, 2013 /CNW Telbec/ - MAKE UP FOR EVER, the Paris based professional makeup brand coveted by top industry artists, is 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, the #1 makeup subcategory in the U.S. according to The NPD Group, Inc., BeautyTrends®, 2012 annual sales report.
MAKE UP FOR EVER's study* revealed that 73 percent of women say it's challenging to find the right foundation. The #1 challenge associated with foundation itself is finding the right shade, according to 54 percent of women polled. It also found 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. Lastly, 72 percent of women admitted that they do not change their foundation shade each season, even though skin colouring can change by up to four shades at different times of the year and cause a noticeable foundation mismatch.
"We are not surprised that the study identifies shade matching as the biggest foundation concern among women, but as a brand that values education and empowerment, we don't want to simply offer a one size fits all solution to this challenge," said JP McCary, General Manager of MAKE UP FOR EVER, The Americas. "MAKE UP FOR EVER is 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."
As the leader in makeup education, MAKE UP FOR EVER is hosting events in all Sephora stores across Canada from September 19h through October 6th to help women learn how to solve their biggest foundation challenges. During the events, the brand's professional artists will be on-hand for complimentary 15 minute foundation lessons to empower women to put their most flawless face forward. 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.
For more information on Foundation Nation, please visit: https://www.facebook.com/MAKEUPFOREVERCANADA or follow us on Twitter @MAKEUPFOREVERCa
*Source: Proprietary Consumer Study Conducted for MAKE UP FOR EVER by The NPD Group, Inc.
About MAKE UP FOR EVER
In 1984, Paris native Dany Sanz responded to the wishes of the fashion and entertainment industries by creating MAKE UP FOR EVER. MAKE UP FOR EVER brought to life products, textures, and colors previously only dreamed of. Dany Sanz, an artist and sculptor, succeeded in putting together an extensive palette, allowing make up artists to unleash their imagination and bring the fashion and theater world to new heights. Keeping in mind the fast-paced nature of backstage, the products are easy to use and long lasting, two benefits that are a necessity not only to make up artists but to women everywhere. From the most delicate look to the most powerful statement, welcome to the world of MAKE UP FOR EVER.
About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, consumer electronics, entertainment, fashion, food / foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information, visit www.npd.com and npdgroupblog.com. Follow us on Twitter: @npdgroup.
Image with caption: "MAKE UP FOR EVER launches Foundation Nation campaign after study reveals women's top foundation challenges. (CNW Group/MAKE UP FOR EVER CANADA LTD)". Image available at: http://photos.newswire.ca/images/download/20130916_C7330_PHOTO_EN_30848.jpg
SOURCE: MAKE UP FOR EVER CANADA LTD
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