HP moves into the world of make-up

Printer manufacturer builds on “good foundations”

Andrea-Marie Vassou, Computeract!ve 13 Jul 2007

HP has created an imaging system it claims will help women find the foundation shade that suits them the best.

The printer manufacturer's colour match technology is claimed to be able to analyse the skin tones of someone's face no matter how good the quality of the image that it works from. HP said it could end the struggle to find the right foundation.

To get a match, the user holds a colour chart of skin tones up to their face; they then take a photograph using a camera phone and sends this on via MMS to an advisory service managed by HP. Software at HP's colour labs is then used to manipulate the image, adjusting lighting and calibrating the colour.

The corrected image is compared to an existing database of previously analysed images of real people's skin tones. The user is then sent a text message giving recommended colours and shades of foundation.

Nina Bhatti, principal scientist in the digital imaging and printing lab, said: "HP’s color-matching technology provides retailers and consumer goods companies with a new, fun way to interact with customers and promote their products."

Although HP has not signed any deals with cosmetic companies yet, it has carried out tests on 260 women. It will continue these for the next few months and hopes to being full trials of the technology within six months.

“HP isn’t associated with cosmetics and we do not claim to know anything about them. However, we do know about imaging and the use of mobile phones which are used by everyone so why not use them for technological advancements,” Bhatti said.

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