Sephora + Pantone Color IQ now includes lipstick, concealer

SAN FRANCISCO — Sephora is adding features to its Sephora + Pantone Color IQ foundation color matching service. Now customers can use the in-store tool to math the best colors of lipstick and concealer for their skin tone. 

According to Sephora, the Color IQ device for lipstick uses image capturing technology in three directions to capture 27 images in under two seconds. The data from these images is then turned into a 100x100 pixel grid that composites the customer’s skin tone and assigns them a Pantone color number that can help customers choose the right lip product.  The same number can be used to find the right concealer shade.

The new complimentary services will be added to Sephora stores in September.