Lookfantastic to launch new online tool as foundation finder drives sales growth

Lookfantastic is celebrating the success of its foundation finder, with plans to launch a new concealer tool next year. 

With 426,000 visits to the foundation finder, resulting in almost 20,000 orders, sales of brands such as Illamasqua and Laura Mercier have risen since the service was introduced.

The tool now offers more than 6,100 different shade options from almost 300 different products and 86 brands, including MAC Cosmetics, Maybelline, NARS, Lancome and YSL.

Customers can access the shade matching experience via a simple beauty questionnaire, which asks users about their current foundation, preferred coverage, type and finish.

AI technology is then used to recommend a shade that is a good match for another foundation product that the customer already uses. As part of this, each shade has gone through extensive measurement to ensure matching accuracy.

Launched last year, the tool aims to "transform the way consumers discover and shop for their ideal foundation", building consumer confidence during the online shopping experience whilst acknowledging individual preferences.

Lucy Gorman, CEO of THG Beauty, said: "We understand the challenges consumers face when shopping for new foundation products online, and as such, we wanted to bring the in-store foundation matching experience to life online.

"The success of the foundation finder to date attests to the power of innovation in enhancing the customer experience. We are thrilled to have seen such positive feedback and remain committed to pushing the boundaries of what’s possible in the beauty industry."