Published: 2019/05/02
Celebrating Colour thats True to you
Women are different, and this is what makes them beautiful. The team of Avon scientists have made a ground-breaking discovery – when they looked at the images they’d taken in 3D, they discovered that the colour blue was found in many of the skin tone measurements – a colour that had never been used in the foundation before
This is where Colour iQ Technology came in
‘When you put foundation on your face, you need it to be flawless’
Traditionally, foundation is matched two-dimensionally and made up of a blend of four pigment colours – red, yellow, black and white. When the team of Avon scientists looked at the images they’d taken in 3D, they discovered that the colour blue was found in many of the skin tone measurements – a colour that had never been used in the foundation before.
Traditionally, when creating darker foundations, red or black pigments would be added which often left shades with an unnatural look. By using blue instead, the scientists were able to not only access brand new shades, but create a deep, multidimensional foundation. Blue meant deeper colour that was far closer to the natural look of many skin tones. “We have shades for every woman,” says Lai.
We have shades for every woman
While not all shades needed the blue pigment, the colour IQ technology was used to achieve new options at the light and dark ends of the tone spectrum. It optimised many existing shades that we offer, making them look more natural. And because we’re dedicated to the health of women, we added SPF into every single shade of Liquid Foundation, Cream-to-Powder, and Dual Powder Foundation. "Our global palette is now made up of 38 scientifically-designed shades for real women around the world, no matter who they are or where they live – because every woman deserves colour that is true to them," says Lai.
How Colour iQ Technology changed the foundation game
For over 130 years, Avon has passionately sought to know and celebrate real women around the world, wherever they may be. From the US to Brazil, China to South Africa, we’ve discovered that different women of different cultures want different things from the same products. This discovery has never daunted us – we embrace the cultural nuances found around the world. Which is why, in 2012, we started one of the biggest studies in our history.
The study behind the tech
The Diversity Study took Avon researchers to six different countries. It included 1000 female participants between the ages of 18 and 55, from 60 different ethnicities. Our team of researchers gathered the skin tone data of the 1000 participants from multiple surface areas of each gorgeous, unique face. “What resulted was 5000 skin tone measurements,” explains Diana Lai, Developmental Chemist at Avon Skincare Institute.
Multiple measurements allowed them to accurately capture each woman’s entire skin colour. From this, the researchers found 15 distinct groupings of skin tone and undertone, which, despite being a critical factor in determining which colour is the right colour, is often overlooked. While no two women are the same, a common thread was found in all six countries. The women of the US, Brazil, China, Russia, Philippines and South Africa all struggled to find the right foundation. Whether this was because shades didn’t accommodate their skin tone, or the colour changed throughout the day, we knew we were on to something. We needed to create an expanded shade palette, based not only on the depth of shade, but also the undertone. “When you put foundation on your face, you need it to be flawless,” Lai says.
This trail-blazing discovery marks a giant leap forward in our quest to offer women the tailored solutions that meet their needs and skin tones. As a company that celebrates diversity, we are pleased that we have made a discovery which will bode well for our customers.
