Foundation at the Shiseido department of Macy’s sheds light on the color battle. Fair shades like “Ivory 12” and “Creamy Beige 06” are put on front display, with deeper tones towards the back.
Lisa Brown, 47, is shown searching for her correct foundation match. She explains, “I always have problems finding a tone that matches my skin. I don’t understand why they don’t make colors for us!”
Calvin Klein’s Euphoria features a close-up of a European, blue-eyed, model with razor sharp cheekbones. Advertisements like this can be found all throughout the store.
Beauty consultants at Clinique share a laugh. Ella, 35, notes her experience with customers of different races, “I think that we have a lot of different representation here. Filipino, American, Hispanic. We have it all!”
Two customers stop near the fragrance counter. “We love shopping here, but we order our foundation shades online,” Anna Lin, 29, stated when asked about her makeup purchases.
By Simone Johnson