Maybelline to Launch Fit Me Makeup Line

by Grace Gold (Subscribe to Grace Gold's posts)
Posted Sep 3rd 2010 at 12:11PM

Maybelline New York's Fit Me face makeup line. Photo. WWD.com

Asking a woman what she wants is key to her heart -- and Maybelline New York is looking to unlock that special place with new makeup products created in response to customer focus groups.

Fit Me will launch in January 2011, and is made up of a foundation, powder, concealer, and blush that are made to work together as a full face regimen. Three bronzers will also finish the collection.

"Our research tells us that 'the right shade for me' and 'needs to look natural on my skin' remain very important to the 1,000 women we spoke to," vice president of U.S. marketing Ali Goldstein told WWD.

The new face products use what Maybelline is terming "skin merge technology," -- a patented formula that blends quickly and adapts to match skin tone.

The foundation features pigments that are grounded into fine particles and mixed with a translucent base and SPF 18 protection for easy skin-matching. Powders will be labeled the same number as foundations, so picking the corresponding shade is a breeze.

The foundations and powders will be available in a full spectrum of 18 shades, and will retail for $7.99 each. Concealers come in six shades and retail for $6.49 each, and blush and bronzer will retail for $5.51.

And to make things as easy as possible for shoppers, the products will be set out in rows according to shade, instead of by item. So dark powders will be next to dark foundations, next to the blushes and concealers recommended for that skin tone.

Recently signed Brazilian model Lisalla Montenegro will serve as the face for the new line, which we imagine the 21-year-old will appreciate for its exotic range of skin tone matching.

Incidentally, Maybelline closed out August as the top-selling drugstore brand of the month, which insiders attribute to the success of their Instant Age Rewind The Eraser foundation, which was the best-selling new foundation according to SymphonyIRI.

Clearly, us ladies are all about the look of flawless skin.

Another way to get gorgeous skin? Try our picks for the best new skincare products that merge nature with science.

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Filed under: Beauty, News, Makeup
Tags: Ali Goldstein, face makeup, foundation, Lisalla Montenegro, Maybelline, Maybelline Fit Me, Maybelline New York, skin merge technology

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READER COMMENTS

(19)Add A Comment

vicvod, 9-06-2010, 11:06AM

Report spam! Don't Just give it a negative vote,REPORT IT!

Steve, 9-06-2010, 1:12PM

Being a Chicago Police man I rememer Qeen Latifas lyrics as to killing WHITE POLICEMEN on Christmass and now she is your spokes person for your product ..Maybe you should look into who you select for this instead of hireing a Rascist like her ...My wife and her friends would never concider buying your products because of her !!!

Reply »

Gia, 9-06-2010, 5:22PM

I am with you Steve I will never buy products that latifa endorses period!!!!!!

katherine, 9-06-2010, 9:58AM

The pigments are "grounded" into fine particles? Really?
I swear, I don't want to sound mean, but
that is scary.
It should say "ground into fine particles." :)

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JACKIE, 9-06-2010, 10:31AM

AND HOW MANY ANIMALS WERE TORTURED IN THE PROCESS OF MAYBELLINES NEW FIT ME MAKEUP LINE?

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Femalto, 9-06-2010, 10:56AM

Get off of it, already. I'm so sick of people pushing their agenda on everyone. When you are perfect, you will be someone who can criticize and correct. Meanwhile, go back to your farm and take care of your animals.

sidonie, 9-06-2010, 11:07AM

Hmmm..Yes, why don't you save some animals and volunteer your time as a test subject, free of charge. And of course the company will not be liable if you happen to have a bad reaction to something. You DO want to save the rabbits, don't you?

slvrdrgnwngz, 9-06-2010, 11:18AM

i guess it depends on whether or not you consider minerals alive, pigments aren't made out of pigs (just pointing that out in case you weren't sure) and they don't drip cosmetics onto animals anymore to look for reactions, too time consuming. basically they make it, probably test it on 3rd world people - who cares about them? - and sell it. happy? go eat your veggies that were harvested by overworked illegal immigrants living in inhumane conditions (unless you grew those veggies yourself). have you saved an animal or aided a person in needed of assistance today? then SHUT UP!

Deb, 9-06-2010, 10:38AM

Katherine....There is nothing scary about a typo. You'll be fine lol

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Jennifer, 9-06-2010, 10:46AM

This concept isn't exactly new. Loreal has had the True Match line out for years, wth the same concept: shades of foundation , powders, blushes, and concealers all numbered and taylored to fit the same number, and available in 24 liquid shades. What's more, Loreal uses spokemodels that people are familiar with, such as Beyonce. Sounds like just another copycat idea from Maybelline to me.

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litehorseharry, 9-06-2010, 12:15PM

Actually, Maybelline is owned by L'Oreal. I work in the Cranbury, NJ distribution center.

Sher, 9-06-2010, 12:29PM

Being a red head I have used Mabellines eyebrow pencil for all of my adult life..Why
have they decided to eliminate AUBURN ??????? I may just eliminate using any of
their makeup! If you are a "red head" too, let them know!!!

Reply »

jo, 9-06-2010, 1:34PM

Cant wait to try the new line!!!!

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greatheart, 9-06-2010, 2:31PM

People are out there hungry, homeless, dieing with no family, no friends, no one to turn to, no place to go, no jobs, no means of support, thousands of babies are being murdered each and every day {abortion}, homosexuality, STD's are running ramped, world economies are going bankrupt, people are robbing, raping, and stealing by any means possible, terrorist supporting countries like Iran have nukes, Women are trying to act like Men, and some Men are acting like Women and all you folks can think about is nonsense like this article ... you folks are sad ... very sad indeed ...

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Katrina, 9-06-2010, 3:36PM

Greatheart -- you are a small-minded, wearisome spammer with Aantidiluvian attitudes. If you'd read the responses to your redundant rants--never relevant to the subject at hand-- maybe you'd realize what a great pain you are.n Go do something useful with your pathetic little life.

*******, 12-25-2010, 11:24PM

I really don't understand the IGNORANCE you people have. First of all Queen Latifa is not the spokesmodel for this line of makeup. Its a beautiful brazillian model by the name of Lisalla Montenegro. In addition the line launches in Jan 2011 so we really don't know what the line is like UNTIL WE TRY IT!

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JSands, 1-16-2011, 6:31PM

Wow, I understand some of these comments.....but really the comments with war, peace and economy, isn't really what this page is about. I tried the product, actually loved it and will plan on buying it even though I am not a fan of Maybelline. As far as the comment on Queen Latifa, she was at one time a spokes model for Maybelline and I agree that her lyrics are
not political correct and found her to be somewhat racist and think it is a wise move for Maybelline not to use her anymore. By the way...I use Lancome and Loreal products and just loved the shade and coverage this FIT foundation gave me, eventhough True Match is out there I liked FIT better.

I hope this was more of what you were looking for,

JSands

miti, 6-18-2011, 7:15PM

You should check out Lisalla on www.contentmode.com/issue4/lisalla-montenegro/#1
she is the covergirl for this issue. She not has a pretty face but a lovely personality too.

Monica, 6-18-2011, 7:15PM

Lisalla Montenegro is only getting hotter. Contentmode featured her on the cover of its recent issue and she said she was very excited when she got this offer from Maybelline. I think it is great that Maybelline picked someone like Lisalla with such a good heart and lovely personality.

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