amazing added ingredients and finishes so that you
can customize your base with the primer for your
exact skin tone.
Strand, whose Pixi Beauty line is sold at Target,
has a variety of primers in her color cosmetics
collection. The products range from “velvety
smooth and mattifying” to“apricot tinted to enliven even the most dull and lackluster skin,”she
said. Recently released from Pixi is Flawless &
Poreless, a“miracle-in-a-tube” primer that features “skin-loving” ingredients such as
willow bark extract for natural shine
control, salicylic acid to unblock
pores long-term and skin-smooth-ing silica allow for flawless and long-lasting makeup application.
Also in mass, the ongoing
merger of P&G’s top-selling products continues with the new
CoverGirl & Olay Simply
Ageless Serum Primer. According to the company, it provides“a facelift effect for instantly
firmer looking skin without a department store price,” as the
serum contains an amino-peptide complex to improve skin texture, as well as glycerin to help firm skin’s appearance.
Eyes Lips Face (E.L.F.)—often known for its $1 products—ups
the ante with its $6 Studio Mineral Face Primer. Developed to combat excess oil, flaky dryness, enlarged pores and fine lines to result
in a natural and youthful looking radiance, this clear multipurpose
skin primer will prepare skin so makeup goes on evenly for a long-lasting satin finish, according to the company, which is also tapping
the younger set with a new back-to-school collection of makeup
essentials at select Target stores.
“Primers have become very popular because of their ability to
prolong the wear of makeup and create a flawless base for your
makeup,” said Achelle Dunaway, creative director, E.L.F. Cosmet-
ics, New York, NY.“The key ingredient silica softens and smoothes
out the appearance of imperfections and evens out the complexion
for a youthful, glowing and radiant look. Consumers are looking for
products that enhance their beauty—not cover it up.”
In the prestige category, touted as one of the bigger releases for
the season is Benefit’s Porefessional—a“silky smooth” primer said
to instantly minimize the appearance of pores. This oil-free for-
mulation provides translucent coverage to complement all skin
tones and is“dual action” to either prime or touch up during the
day, under or over makeup, according to the company.
Cargo, well known for its“high definition” Blu_Ray color cosmetics collection, has added a face primer to the mix for Fall 2010.
According to the company, it took a step back and asked,“Why do
we use face primer?” The answer was clear—“First, to prep and
smooth the skin before applying foundation; second, to fill in and
‘blur’pores and imperfections; and last, to mattify the complexion.”
The biggest story in color cosmetics
right now is primers that set the skin.
The result is Cargo’s Blu_Ray Activating Face Primer, clinically proven to reduce shine and visibly refine pores in just 30
days. The silicone-free formula features aqua maris (sea water),
loaded with essential oligo elements necessary for healthy cellular metabolism, according to the company. It also uses Mi-crolens Technology, the “next generation of light diffusing
technology with transparent microspheres that reflect the entire
spectrum of light,” according to Cargo.
Avon’s Mark also released a primer for Fall 2010, aiming to cre-ate“the perfect canvas for smoother, longer lasting makeup application.” The oil-free formula mattifies skin and visibly minimizes
pores to provide flawless-looking skin, according to the company.
Key ingredients include green tea extract to keep skin shine-free,
antioxidant vitamin E and spherical silica with oil-absorbing properties that scatter light to conceal imperfections and fine lines.
Steps to Perfection
Facial color cosmetics are also reaching“2.0”status with novel takes
on classic formulations.
“Multi-benefit products, for example, products that offer mois-
turizer directly in foundation, are big this season,” observed John
Deputato, senior vice president, SymphonyIRI, Fairfield, NJ.“Trans-
formers—products that transform your existing product into a new
form, or type—are also key. An example of this is a bronzing liquid
which will add bronzing hue to your foundation.”
Physicians Formula introduces“the next generation”of its top-
selling face powder franchise with its newest launch, Powder
Avon taps the
power of mineral
makeup with its new
glides on as a silky liquid but dries into a powder. Developed with
Avon’s 100% naturally-derived Mineral Complex (including zinc,
calcium, copper, tourmaline and malachite) and enriched with vi-
tamins, the foundation is said to even skin tone and texture for a
naturally flawless complexion.
Stila contends it has the secret to perfect skin in one simple
Facial color cosmetics are reaching “2.0”
status with novel takes on classic formulations.