About a year ago, Tarte released their highly anticipated Shape Tape Foundation as a follow up to their best-selling Shape Tape Contour Concealer. Their release was a chaotic meltdown on social media due to a lacking and non-inclusive shade range (15 shades with only three for medium to deep skin tones). A now viral video showed two popular beauty bloggers, Jackie Aina and Alissa Ashley, desperately trying to find a shade to work with. Many other beauty bloggers refused to review the product or released similar frustrated responses.
Tarte initially said they released the product quickly due to demand but had 10 shades underway. The next day, Tarte responded on their Instagram story, “It may be too little too late, but we can assure you this was not meant in any kind of malicious way. We all just got so caught up in #shapetapenation and seeing your tweets asking for it… We wanted to get the product out as fast as possible, & we made the decision to move forward before all the shades were ready to go. ”
Source: Your Tango
Now, almost a year later from their foundation fiasco, Tarte is acknowledging they messed up big time and starting over from scratch. Founder, Maureen Kelly, on the verge of tears at the editor launch event two days ago said, “That wasn’t the right way to release that foundation. It was like, ‘God, how did we miss the mark so badly.’ Sometimes you just have to press the reset button.”
Tarte is now pulling the foundation from every store and relaunching it as Face Tape with a new formula, shade range, and bottle. Kelly explained, “Once you disappoint someone so deeply, you just have to start over. It’s about doing the right thing. Regardless of how much it was selling or regardless of how many shades we added to it, it didn’t erase how it started.”
The new foundation will have 50 shades with five undertones, a new numbering system to help customers identify their match, and a pump dispenser. Tarte’s Face Tape foundation is set to release on February 17 at Tarte and Ulta for $39.
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