problem 

The foundation category was in decline, fueled by myths and fears about it harming the skin or looking unnatural and fake.   

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insight 

Wearing foundation felt like wearing a mask. Gen Z was redefining beauty from “being your best self” to “being yourself”, so hiding pores, texture, blemishes, and beauty marks, went against their desire for authenticity & individuality. 

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strategy

Fail-proof foundation fit for all. 

When a foundation fits right, it won’t mask you, it’ll enhance the real you.  

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results 

Maintained our position as the #1 foundation in the world