Sephora, Pantone collaborate for colour-matching technology

French brand and chain of cosmetics stores Sephora has collaborated with global colour company Pantone to introduce the new SEPHORA + PANTONE COLOR IQ, an advanced foundation matching solution offered in North American beauty retail.

The new colour capture and measuring technology is said to be a new beauty system that scans the surface of the skin, assigns an official PANTONE SkinTone number, and matches a scientifically precise foundation shade from Sephora’s 1,000 foundations, brands and formulas.

The US-based company manufactured products will help consumers purchase a match for each skin tone.

Sephora said that the new foundation matching solution is based on Pantone’s CAPSURE, a compact, hand-held spectro-colorimeter used in the design world to identify color with accuracy.

Sephora said that the new Sephora technology expands process capabilities in the colour world.

Pantone consumer licensing vice president Lisa Herbert said that developing the new application for colour measuring technology was a challenge for the firm, as skin tones are comprised of many apparent shades.

"Even within the broader range of fairest ivory to deepest ebony, there are nuances that need to be calibrated correctly to determine the right match, and this solution eliminates many of the variables that can affect shade selection," added Herbert.

The new Sephora foundation service is available at Sephora 5 Times Square, Manhattan currently and from 2 August it will be available from Sephora Powell Street, San Francisco.