Different skin tones will produce different pigments and products like lipsticks and eye shadows, the result would be greatly affected by skin tones. Although some would 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 company, 41% of women in the United States believe that photos used in advertising are not accurate to actual results, making it difficult to predict what the product would look like if applied in real life. Additionally, more than a quarter of women believe that the looks presented in cosmetic advertising are achieved with products that are not advertised. This is a worrying statistic and as retailers we need to do something to help reduce this phenomenon.