Take a ride on the bright side

A lux­ury Ja­panese beauty brand cre­ates a foun­da­tion that of­fers great bright­en­ing.

The Star Malaysia - Star2 - - TRENDS | BEAUTY BEAT - By ABIrAMI DUrAI star2@ thes­tar. com. my

WE’VE all seen those women – the ones walk­ing around with foun­da­tion so thick, it’s like they’ve slapped a stack of pan­cakes on their face. And then there are those other women – those grace­ful, ethe­real beau­ties who wear foun­da­tion, but you wouldn’t know it. Be­cause it blends in so seam­lessly with their skin, it’s hard to tell it’s not their ac­tual skin you’re look­ing at.

And that’s the thing about foun­da­tion – it can make you look worse but it can also make you look so much bet­ter. Shu Uemura’s new Blanc: Chroma Bright­en­ing UV Cush­ion Foun­da­tion is def­i­nitely on the good end of the spec­trum.

De­vel­oped by the Shu Ate­lier, the foun­da­tion man­ages to achieve a high level of cov­er­age while main­tain­ing the fin­ish of a liq­uid foun­da­tion. The in­gre­di­ents in the foun­da­tion in­clude bright­en­ing ac­tives which prom­ise to make skin brighter af­ter just one month of us­age, and me­lano SW and vi­ta­min CG which tar­get dark spots.

The SMART cush­ion puff de­signed by the Shu Ate­lier is made from ny­lon hairs that un­dergo a soft­en­ing process, which en­sures the puff is soft and ten­der to the touch. The non- wo­ven fi­bre ma­trix struc­ture is en­gi­neered so the puff has bet­ter con­trol of pick- up and dosage and releases a good amount of liq­uid for­mula to en­sure a smooth, even ap­pli­ca­tion.

“I wanted to cre­ate an ap­pli­ca­tion puff which de­liv­ers vis­i­ble cov­er­age and a beau­ti­ful nat­u­ral ra­di­ance that is achiev­able for ev­ery woman ef­fort­lessly and with­out spe­cial tech­niques,” said Yuji Asano, Shu Uemura’s in­ter­na­tional makeup artist prod­uct de­signer.

What’s in­ter­est­ing about this new foun­da­tion is that it con­tains a SMART jel­li­fy­ing for­mula, which ba­si­cally trans­forms the foun­da­tion from jel­li­fied when not in use to liq­uid upon ap­pli­ca­tion. The process is made pos­si­ble through mod­i­fied clay plates, which change texture de­pend­ing on the ex­ist­ing con­di­tions. This means the founda- tion de­liv­ers all the ben­e­fits of a liq­uid foun­da­tion, with the added bonus that it can be ap­plied any­time, any­where.

When stripped to its bare bones, you’ll find the foun­da­tion con­tains ny­lon pow­der par­ti­cles de­signed to min­imise and hide pores. It is also coated in amino acids, which means it melds well with the skin and com­pletely ban­ishes un­even skin tones from the face.

On the brighter side, the foun­da­tion – which comes in six shades – also con­tains a bright­en­ing liq­uid com­plex, which am­pli­fies ra­di­ance and bright­ness, so skin looks glow­ing and alive.

The UV pro­tec­tion SPF 50+ con­trib­utes to a bright and translu­cent com­plex­ion, while pro­tect­ing the skin against the rav­ages of the sun. In a con­sumer test with 60 Asian women aged 20 to 35, who had been us­ing the prod­uct for a week, 90% re­ported that they had an in­stantly bright com­plex­ion when ap­ply­ing the foun­da­tion as part of their make- up rou­tine. Af­ter two months of us­ing the foun­da­tion, 70% re­ported that their over­all bare faced skin tone ap­peared brighter.

So now you can be one of those women – the sort who walks around with bright, flaw­less skin and a smile 24- 7. Be­cause if you had a se­cret weapon at your dis­posal, wouldn’t you be smil­ing all the time too?

Shu Uemura’s Blanc: Chroma Bright­en­ing UV Cush­ion Foun­da­tion is priced at rM190 and avail­able at Shu Uemura coun­ters na­tion­wide.

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