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Former John Frieda Exec Launching Myface Cosmetics

Gail Federici aims to click with tech-savvy 21st-century consumers with Myface Cosmetics.

LONDON — Gail Federici aims to click with tech-savvy 21st-century consumers with Myface Cosmetics, a makeup line organized by skin tone to take the guesswork out of choosing flattering shades.

The beauty entrepreneur, who with John Frieda was responsible for introducing the tress-taming trailblazer Frizz-Ease and color-specific hair care products such as Sheer Blonde, was heavily influenced by the music industry and the Internet when developing the color cosmetics line. Some of its packaging is reminiscent of iPods, for example, while product names include Blingtones and Upload Lashes.

“We used both Web- and music-inspired names and references as well as modern packaging simply to reinforce the position that Myface approaches makeup in a completely new way,” said Federici.

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She came up with the idea after noticing makeup artists repeatedly used the same palette of colors for her twin daughters Alex and Brit, who appeared in advertising for Frieda’s Sheer Blonde products. (Frieda, who with Federici sold his namesake hair care brand to Kao Corp. in 2002, is also involved in the Myface Cosmetics project, although as a silent investor.)

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“It’s the most foolproof range out there,” said makeup artist Charlotte Tilbury, the brand’s creative director. “It’s what makeup artists do all the time — they look at skin tone.”

The collection comprises products organized into “fair,” “medium” and “medium/dark” categories. Each line has three foundations with three matching concealers and a face powder, as well as a selection of blushes, lip glosses, lipsticks and lip pencils chosen for that skin type. Products for eyes, including shimmering Blingtones and matte Soulful Shades eye shadows, High Def eye pencils and Upload Lashes mascara, are deemed suitable for all complexions.

“It’s so simple; what we’re doing is a twist on what’s already being done,” said Federici, who dreamed up the brand’s moniker after spending long periods on MySpace. “As entrepreneurs, we’ve tried to flip the script in cosmetics.”

With the brand’s “medium/dark” lineup, Federici aims to reach the U.K.’s large Asian population, which she feels has been underserved by mass market makeup brands.

Myface, which will bow on the brand’s e-tailing site and in Boots’ top 100 U.K. doors in November, will range in price from 6.49 pounds, or $11.67 at current exchange, for a lip pencil, to 12.99 pounds, or $23.36, for a 35-ml. tube of foundation.

Federici plans to take a similar distribution tack to Frizz-Ease, which also made its debut in Boots the Chemists. International rollout plans will be developed at a later stage, she said.

Industry sources estimate the line will generate first-year wholesale sales volume of 2.5 million pounds, or $4.5 million at current exchange.

The brand will be initially supported by in-store promotions at Boots, according to Federici, who added print and TV advertising are in the cards for next year.