Cosmetic site Dermablend.com chooses Imation technology for color matching

Dermablend Corrective Cosmetics, a division of L’Oreal Cosmetics that specializes in corrective make-up to conceal body and face discolorations, has launched Imation’s Verifi Accurate Web Color technology on its web site.

The technology modifies color images to compensate for the differences inherent in the way monitors display color. “Dermablend cosmetics are marketed to customers who have sensitivity about skin imperfections, so the color accuracy of our products is of tremendous importance,” says Tim Hogan, Dermablend president. The color correction technology has been critical in helping to deliver the company’s brand promise on the web, he adds.

Purchasing cosmetics online has been challenging because no two monitors display color in the same way. Imation’s color experts prepare digital images of each shade, ensuring that the digital image matches the actual product, then upload the color swatches into Dermablend`s site. Imation`s technology, when enabled on shoppers` monitors, recognizes the properties of each monitor and serves an accurate color-corrected image right for the user’s particular display system.

“Imation’s color expertise helps industries such as cosmetics accurately reflect their products across media platforms, improving customer satisfaction and brand loyalty,” says Dave Veilleux, director of marketing and business development at Imation Internet Technology.