• September 3, 2010

Women's Wear Daily reports that Maybelline New York's new Fit Me line will target the entry-level face-makeup wearer as well as foundation diehards, with its new twist on the "shade true" category.

The line -- which will be supported with a major ad push -- includes foundation, powder, concealer, blush, and bronzers that address women's demand for just-so colors.

"'The right shade for me' and 'needs to look natural on my skin' remain very important to the 1,000 women we spoke to," a Maybelline exec tells WWD. "That was a big learning experience -- and the inspiration for the Fit Me launch."

The collection uses something called "skin merge technology," a patented formula meant to match skin tone and blend quickly.