Challenge

When Estée Lauder brought its iconic foundation line to Amazon, we saw an opportunity to solve the biggest barrier to purchase: shade uncertainty.

Idea

With over 55 shades of Double Wear and no virtual try-on tool yet available, we had to build the experience ourselves by reimagining how people shop for foundation in the real world and translating it into a digital behavior.

The result was the Virtual Foundation Tool, a first-of-its-kind experience that combined intelligent shade matching with opt-in camera technology, allowing customers to “swatch” multiple shades directly onto their own face. The client was so thrilled with the innovation that they brought the tool to their own organic pages and social.