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Fine if you really know your shade but if not you get something like I did - everything from Ivory to deep!!!!!!
I usually go for an Ivory but was given Lys Rose by Lancome - nevr normally go for a rose pinkish thing, but of course it depends on what they are selling my colour. I sometimes go for a beige, neutral or buff.
Of course both of these are American sites I think so you wouldn't necessarily get all the products here unless by email. As far as I know Nivea don't do make up over here (except I have seen dark shades in markets). Also Helena Rubinstein no longer sells in UK or USA, shame. Plus we only get a limited range of Neutrogena over here (mainly skin care I think).