Guided Shopping,
One Shade at a Time


  • Cosmetics


  • User Research
  • UX Design
  • Visual Design

The Challenge

With over 60 shades of foundation, IT Cosmetics’ consumers were overwhelmed with which shade to best match their complexion. This L’Oréal brand tasked Elevate to determine the best way to minimize decision paralysis and hold the shopper’s hand through the purchase funnel.

Our Solution

We created a guided shopping experience deciphering the complicated shade-matching logic to recommend the correct color and proper foundation coverage for the consumers’ needs.

Using user-experience best practices, we designed the interactive feature to be easy-to-use while remaining true to the brand’s design expression. A series of questions, color swatches, and diagrams helped to quickly narrow the consumer’s decisions, ultimately recommending the perfect shade.

"With a sharp focus on the ever-changing facets of design/UX underscored with top notch account and project management, Elevate has continued to deliver."
Matt Robinson
Director, Design & User Experience, L'Oréal

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