When Estée Lauder brought its iconic foundation line to Amazon, we saw an opportunity to solve the biggest barrier to purchase: shade uncertainty. With over 55 shades of Double Wear and no virtual try-on tool yet available, we had to build the experience ourselves by reimagining how people shop for foundation in the real world and translating it into a digital behavior. The result was the Virtual Foundation Tool, a first-of-its-kind experience that combined intelligent shade matching with opt-in camera technology, allowing customers to “swatch” multiple shades directly onto their own face.

Virtual Try-On Technology