Don't forget to check the beauty sale pages at Macy's here and
Nordstrom here for new beauty deals plus free shipping!

Tuesday, September 7, 2010

Coming Soon: New Maybelline foundation, powder, concealer, blush and bronzer line

Remember these two words, ladies, because I guarantee that we're going to be seeing these words A LOT in drugstores, magazines, tv, etc. in the near future:
Fit Me

So just what is Fit Me? Read on for all the details (from

Maybelline New York executives hope the launch of Fit Me, a four-product face line, will change the way women shop for cosmetics in mass markets.

The brand, which was already the leader in cosmetics for the four-week period ended Aug. 10, grew 15 percent to a 20.2 percent dollar share, according to sales data from SymphonyIRI Group.

Now, with the launch of Fit Me, Maybelline New York is looking to build on its face business and lure the entry-level face-makeup wearer, as well as the more established foundation consumer.

Maybelline executives say Fit Me offers a newer take on the “shade true” category, starting with a foundation, a powder, a concealer and a blush. Three bronzers help complete the finished look. What makes Fit Me different from other lines is that it links the various items together so the consumer will shop face as a regimen.

Items in Fit Me use “skin merge technology,” a patented formula that aims to match skin tone and blend quickly. Fit Me includes a foundation, which has an SPF 18 and uses pigments that are grounded and refined before being added to a translucent base to allow for skin-shade replication. The foundation has a number featured prominently on packaging so the consumer knows immediately which shade of powder will match her skin, as its corresponding partner will bear the same number. Powders use a creamy pigment technology, and both the foundation and powder are available in 18 shades and will retail for $7.99. The concealer is available in six shades, while the blush comes in 12. Concealers will sell for $6.49 and blush and bronzers will sell for $5.51 a piece.

Industry sources estimate Fit Me could generate as much as $70 million in first-year retail sales.

In most stores, Fit Me will take up about three feet of space. Whether that space is new to Maybelline or a way to fill a hole left by a discontinued brand is still being decided by retailers said Carolyn Holba, senior vice president of U.S. marketing at Maybelline New York-Garnier. So that consumers can shop across the regimen, the line will be displayed in rows by shade, rather than by item. For example, the light-shade powders will be next to the light-shade foundations, along with coordinating blushes and concealers.

A print and TV advertising campaign for Fit Me follows a reality theme where each of Maybelline’s spokesmodels is filmed during various times of their days, giving it a documentary feel. Their Fit Me shade numbers are revealed at the end of each spot.

So ladies, what do we think of this new face line from Maybelline? It sounds like it will be competing directly with L'Oreal's True Match line, right? Are you excited to see these new products? I spotted this article over at Stylist which indicates this line will launch January 2011. If you click the article, there is an image of the products--they look very sleek and sort of NARS-ish! What do you think?


  1. It sounds like the price points are good and I'm interested in checking it out

  2. It looks like they also will be competing with Cover Girl and their TruBlend foundations, which are numbered and come with matching powders and blushes. I´ll definitely check it out when it is released.

  3. Sounds interesting but I'm keeping my comments to my self until I see this "18 color range".

    By the way,I wanted you to know I gave you the Sunshine Award for your awesome blog:)

    The award post is here:

    And it includes a link to your blog and your blog home page is featured in the vid above the award:)

    Have a beauty full day!



  4. Ohhh, I'm very intrigued by this! Maybelline has really stepped it up on their products lately - wow! And I agree, very Nars-ish looking packaging! Can't wait!

  5. I wonder how close Maybelline's Fit will be to L'Oreal's True Match seeing they are owned by the same company. $7.99 is pretty budget friendly for a foundation, so I will be excited to try it out!

  6. I'm interested! This is something I'd try. I don't really like the idea of a set color of blush though, but that's just because I am a blush fiend.

  7. Wow :o Maybelline is stepping it up! I hope the products are good, because I never find shades that match me.

  8. Sounds great! Whoever's running Maybelline these days is doing a fantastic job. Their reformulated eyeshadow is amazing, the colors are great, the lipstain markers are the best drugstore ones, etc. Can't wait to see this one.

  9. I'm a little dubious, since there's really nothing new about either concept. I think it's Cover Girl?? did something very similar with their colors (or am I thinking Neutrogena with their skincare, LOL?), and shade-match foundation has been all over the place for a long time. Actually, I think Maybelline might be the last big brand on that bandwagon.

    Doesn't mean I'm not curious, though! They've been turning out a lot of good base products lately, but I'm really kind of befuddled as to why they need a billion foundation lines...

  10. yes to the last brand on the bandwagon, BUT as a huge fan of TrueMatch i am super curious about the new line! the prices are a bit better than TM and CoverGirl....
    this will definitely be hot!

  11. This sounds interesting!! And since everything will be reasonably priced I'd love to try some of the items! :)


I love and encourage comments here at Nouveau Cheap, and I do not censor comments unless they violate my comment policy, which you can view here.

Please refrain from comments that contain:
• Links to your own blog or website
• Advertisements or referral links

Thanks very much for your help in keeping this a spam-free zone.

© 2009- Nouveau Cheap. All rights reserved.