L’Oréal needed an fully responsive on-line tool for their foundation product to tap the "real woman" market. The challenge was to create the engine behind it and shoot the cast composed of L'Oréal employers to cover all the possible skin tone options. After answering 5 questions about skin texture and tone, the perfect liquid foundation is recommended to her.
The tool had to work seamlessly on mobile and desktop, and had to integrate with the existing campaign launching at the same time. After its initial U.S. launch it has been modified for use in Canada, Australia and New Zealand.