Different skin tones will produce different pigments and products such as lipsticks and eye shadows, the result would be greatly influenced by skin tones. While some say that any color can match any skin tone, when it comes to lipstick and eyeshadow, not all customers have the same level of confidence. According to a multinational research firm, 41% of women in the United States believe that the photos used in advertising do not match the real results, making it difficult to predict how the product would look if it were applied in real life. Additionally, more than a quarter of women think the looks in cosmetics ads are made with products that aren't advertised. This is a worrying statistic and, as retailers, we need to do something to help reduce it