Maybelline New York is ranked as the leader in cosmetics for the four-week period ending August 10. The new Instant Age Rewind The Eraser foundation is the best-selling new foundation (according to sales-tracking company SymphonyIRI).

Jumping on what industry types call "face" success, Maybelline is launching Fit Me, a new four-product face line in sleek packaging. The idea is to create a whole look with a foundation, a powder, a concealer, and a blush--all numbered, so you know what goes together. Three bronzers help complete the finished look.

Ali Goldstein, vice president of U.S. marketing for Maybelline New York, told WWD, “For us, Maybelline already has a solid face business, but we needed to recognize the shade true segment of foundation. Our research tells us that ‘the right shade for me’ and ‘needs to look natural on my skin’ remain very important to the 1,000 women we spoke to. That was a big learning — and the inspiration for the Fit Me launch.”

Fit Me foundation has an SPF 18. Both the foundation and powder are available in 18 shades for $7.99. The concealer ($6.49) is available in six shades, while the blush ($5.51) comes in 12 shades.

Industry sources estimate Fit Me could generate as much as $70 million in first-year retail sales.

Are you looking for a new face routine? Would you trust a drugstore brand with your precious face?