The app uses the built-in iPad camera to create an image of the customer, which is then analysed to produce a personal colour profile.

Within two months we brought Perfect Colour from concept stage to market.

The customer’s profile and colour preferences are matched with the most appropriate Max Factor product choices from an extensive catalogue.

There has been a noticeable increase in sales, ranging between 10% and 30%. It is also building positive awareness among beauty consultants and customers.

Beauty consultants can further develop their skills and knowledge with learning material that includes tutorials, Max Factor history and tips and tricks.

The app is being trialled in the UK and Dubai, with the ultimate goal of rolling out to more than 5000 beauty consultants.