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After five years of research and testing, L’Oréal is unveiling their latest product, Lancôme Le Teint Particulier (LTP) which uses technology to find the perfect foundation for every skin tone.

Making an appearance at South By Southwest and coming soon to Nordstrom stores, the new innovation in makeup feeds an algorithm with data from a camera that is pressed against a person’s face. The tech uses the amount of light reflected off of the skin to determine the amount of cyan, magenta, and yellow in a sample. Using this information, it doles out the correct shade into a bottle and attaches a specific ID label to make re-ordering a breeze. With 72,000 shades possible nearly every beauty guru can get their perfect match- that is if they are willing to pay $80 per bottle.

Also premiering at SXSW is L’Oréal’s Skinceuticals’ Custom DOSE. This new product asks consumers to answer a set of questions about their skin and then mixes a unique serum for each person, designed to combat their toughest skin issues.  

Finding the right shade of makeup is a timely and usually expensive process for many.  By removing the trial and error process L’Oréal not only delivers a quality product but also removes a huge pain point in the consumer journey. L’Oréal is proving that a good consumer-brand relationship means much more than having great products.