Maybelline is bringing a whole new line called Fit Me to stores in January 2010 . Fit Me is aimed at both new makeup wearers as well as longtime users. The idea here is shade matching and true shades. The line is powder, foundation, concealer, blush and bronzer. All are coordinated so there is a shade match across product categories and powder and foundations will both have the same product number.
According to WWD , Maybelline is using " skin merge technology". which is a patented formula to match skin tone and blend easily.
The foundations and powders will be available in 18 lightest to darkest shades, and will retail for $7.99 each. Concealers come in six shades and retail for $6.49 each. Blush and bronzer will retail for $5.51.
*** Ed. note - full review finally up here as of Jan. 27