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.