Take a ride on the bright side

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

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.