Custom-eyes: beauty brands let shoppers customize product palettes

Following similar product launches by MAC and other brands, Bare Escentuals now also has eye shadow palettes that can be assembled according to personal taste.

Customers can choose from the label's bareMinerals Eyecolors and Liner Shadows, with the final palette - which comes with a case and a brush - selling for $39.

As Bare Escentuals points out, the new way of shopping its eye products does not only provide for a freer combination of colors but also of textures ranging from sheer to opaque.

The brand's announcement comes after competitor MAC launched its customizable eye and blush palettes back in September. Choosing a palette with four or 15 eye shadow hues or six blush shades, customers can create their own selections from a range of 130 colors - laid out on a menu similar to computer drawing programs - depending on skin tone, wardrobe or occasion.

Other labels, including Shu Uemura (Custom Palette) and Bobbi Brown (4 Pan Customize Palette), have similar offerings.

While customization has developed into a popular way of attracting shoppers both in beauty and fashion (even luxury labels such as Louis Vuitton or Céline have launched customizable bags), this launch is also part of another trend, namely that of making beauty fans feel like makeup artists in their own right: with the growing number of YouTube tutorial 'experts,' beauty brands have started exploiting that movement by launching product lines and tools for aspiring beauty professionals as well as giving shoppers as much control as possible over their offerings in order for them to 'get creative.'

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