It’s no secret how popular selfies have gotten over the last few years. Nearly 300 million Instagram photos were tagged as selfies in just the first half of 2015.

Now, according to The New York Times, a number of make-up brands are adjusting their products to make you look better in your smartphone pics. Companies are testing cosmetics like foundation, lipstick and mascara to see how they look under different kinds of smartphone lighting -- whether it’s a flash photo or a daytime selfie. Then they go back to the lab to change and optimize their product formulas, based on the results.

For brands and marketers, this new trend is actually a big reminder: you should always, always have a pulse on how and where consumers are using your products. Remember that your consumers have a keen “Facebook eye” -- they’re always on the lookout for moments or experiences that can be translated into a social post that will draw the most likes and comments. Combine that with insights on their overall daily habits and you may find that it’s time to update what you’re selling.

And of course, remember that when taking a selfie, it’s always chin down, and camera up.

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