Product: Color Me Automatic Foundation Applicator in Rose Gold

Executive credit: Leah Ashley, co-Creator and CCO of Color Me

Inspiration: “This is a special edition because fans, customers and Instagram followers have been asking for it. People like glamour and glitter, and devices made in rose gold are really having a moment right now.”

Waitlist worthiness: The device’s sonic tapping action helps users evenly apply powder or liquid foundation. Color Me sponges are hygienic and disposable.


Marketing plan:
“We’ve been lucky to have fans without needing to spend a lot of marketing dollars. We have approximately 25,000 followers on Instagram, which is where we see the most engagement and conversation. They make a lot of creative videos using the device, that’s our linchpin, so we’ll be partnering with Instagram influencers to continue what’s been very successful for us. Our marketing strategy also includes partnering with professional make-up artists who will be using it on their clients and adding it to their tool kit.”

Get it: Launches in October at select Nordstrom doors, Nordstrom.com, Net-A-Porter and Colormebeauty.com. It will sell for $68.