creative concepter and copywriter based in Amsterdam

Maybelline - Foundation Finder

Maybelline Foundation Finder

Role: copy lead, copywriter

Finding the right shade of foundation is quite the challenge, especially when it comes to drugstore brands that can’t be sampled before purchase. In an effort to assists customers in their search for the perfect match, Maybelline came up with the idea of the Foundation Finder: a tool that recommends the right foundation, simply by analyzing a selfie. 

From tool to experience

While the technology department over at AKQA developed the tool, I worked in a small team with a UX designer and designer to bring the customer-facing experience to live. Looking to find an execution that would resonate with Maybelline’s youthful audience, we settled for the idea of a conversational interface that would help users find the right shade of foundation in 3 simple steps: upload a selfie, choose a coverage and select a finish.

Tone of voice

Insights showed that the target audience for the Foundation Finder are most likely to take makeup advice from a friend, which translated into a friendly, conversational tone, making the experience feel like a chat between two peers.

A second insight dictating the copy was that the young audience presumably has little to no knowledge about makeup. This resulted in the occasional light-hearted, educational moments to empower users to confidently walk through the experience and ensure that the recommended products match their exact wishes.