In its 125th anniversary year Avon announced the launch of the new Ideal Flawless foundation range last November, whilst simultaneously announcing that Alesha Dixon would be the brand’s Beauty and Empowerment Ambassador.
According to Avon, Ideal Flawless boasts “an exclusive patent-pending formula, with skin matching pigments – that lets the light pass through” , thus trumping normal foundations in producing “an invisible veil of coverage to enhance and not hide the skin”.
The foundation comes in 16 shades and Avon has produced samples of all of the shades, which are what I tested and which are available from your local Avon Representative.
I have to admit that from the colour swatches that I saw in print prior to trying the range, I was convinced that there would not be a shade suitable for me…
….so how did I fare?
(Just a reminder that I am reviewing the product based on the following criteria: Colour Match, Coverage and Wear and Marketing Support).
Despite being 125 years old, Avon has adapted with the times and is very much a 21st century business, with a massive social media presence on Facebook, Twitter and YouTube. Yet the Avon brochure is still very much central to the direct sellers’ business model and it was in one of the brochure that I first saw the colour swatches of the two darkest shades; Sable and Earth and came to the conclusion that there was not a shade suitable for my skin tone as they both looked rather light…..
….well how wrong I was! Earth has a very orange undertone and upon application it seemed that it was the wrong shade because of this tonality, but as it dried, the foundation oxidised and became quite dark – in fact too dark for my skin tone.
I am assuming that this was due to the colour matching technology. I was not impressed by this dramatic alteration, I would have expected the adaption to have been far more subtle, given the boast of the advanced formulation. As a result, Earth is woefully misrepresented in the brochure and thus it really is essential to try a sample prior to purchasing.
Sable has a more yellow undertone, far too yellow for me upon the initial application. Once again the product ‘adapted’ as it dried and the colour contrast was minimised, but still it was by no means perfect….
…and perfection ladies is really what we need to strive for. Watch this video created by a US Avon Representative.
Personally, I think that the foundation used on the black model is not a good match – the contrast between her face and her neck and chest is far too evident. The foundation is too dark. This is just one of the challenges we face as dark skinned women when selecting a shade of foundation. The colour of your foundation needs to match your neck and chest area as well as blend into the skin of your face.
Colour Match: 5.5/10
Coverage and Wear
I did wear both of the foundations to test the coverage and wearability (I stayed in all day mind you!). I found that the coverage was light to medium, and did not sufficiently conceal my darker blemishes…although to be fair to Avon, the amount of product that you get in the samples is only enough to just about cover the face once…I am sure that if I were to have more product and was able to apply a second coat I may have achieved better results….but I could only work with what I had!
The foundation did blend well, but I found that as it dried it felt tight on my skin, not as malleable and flexible as I would have expected.. The finish was matte and it did stay but the tight sensation remained throughout the day.
I was quite disappointed with the performance of the product on the whole – the oxidisation and the overly dry finish reminded me of the foundations of the early 90s, before much of the technologies and scientific breakthroughs we are accustomed to today had been discovered and incorporated into the latest range of foundations on the market. Avon is one of the the largest cosmetic company in the world and spends millions of dollars on R&D, yet this product for me just felt a bit…well…old school.
Coverage and Wear: 4/10
Avon can redeem itself with the marketing support that accompanied the launch of Ideal Flawless...to an extent….
As fore mentioned, central to the high profile campaign is the Avon brochure.
Avon launched the product with additional supporting material such as Facebook and Twitter campaigns, YouTube videos and press ads – something which I haven’t seen Avon invest in for some time.
I wanted to love this campaign…I really did…but I have to admit that it just seemed a little ‘light’…if you get what I mean….
I think that it would have been wonderful to have seen an Asian and dark skinned black model accompany Alesha, to truly demonstrate the breadth of the colour range to the end consumer.
Ah well…never mind!
Marketing Support: 6/10
So for me Avon’s Ideal Flawless is, unfortunately, a no – but if you have tried it do let me know what you think!
And we’re off!
12 weeks of fantastic TV are in store as season 9 of Strictly Come Dancing kicked off at the weekend with the expected glitter and glamour and the thousands of hopefuls that applied, auditioned and sang their hearts out for the 2011 X-Factor judges have been whittled down to the final 16!
OK, OK… so we’ve seen it all before…but I have to admit that this is pure entertainment at its best and I am convinced that the next 3 months will not disappoint!!
As I mentioned in my previous Saturday Night Bells post, I will be commenting on the hair and make-up looks of Miss Rowland and Miss Dixon each week.
So, how did our leading ladies do in the style stakes this weekend?
I really liked the pared down glamour that both Kelly and Alesha exhibited this week.
Kelly Rowland for the X-Factor
Kelly took the her final 8 contestants to her home in Miami, in the sunshine state of Florida (nice!!).
Her fun and flirty style epitomised the laid back vibe that Miami exudes. I really like the tousled hair, funky beehive and fresh faced make up in the shot below.
However Kelly still worked the false eyelashes – a beauty accessory that is a staple in my daily armoury!
Kelly’s black ensemble was classic, yet the relaxed feel was still evident with her hair not to finished – an easy going, mussed up style was the look du jour.
Again, her makeup is natural yet visible, enhancing her pretty features. Her nude lip colour suits all skin tones and you can get the look with the NARS Lip Lacquer in Babydoll. I love this product – high shine and intense colour – the perfect combination!
Alesha Dixon for Strictly Come Dancing
Miss Dixon’s look for the inaugural weekend of SCD was delicate and demure. Her pretty features were emphasised by her super straight locks…I LIKE!
A classic centre parting never fails and coupled with a pop of colour on the lips, I give Alesha an 8 out of 10 for this premier look.
Bonus Belle!! Jennifer Hudson!!
It was fabulous to see Jennifer Hudson on the X-Factor! She looks incredible – her new figure is enviable – but is a testament to her hard work, focus and dedication.
Her hair looked amazing – classy and sophisticated waves complimented her causal style. She is a fan of the lace wig – and hers was looking good!!
With the live shows of the X-Factor starting this weekend I await the style sensations that will be displayed with bated breath!! Bring it on Kelly and Alesha!
2 TV Stations!
2 Prime Time programmes!
2 Beautiful Black Women!
The launch of BBC1’s Strictly Come Dancing (SCD) last Saturday was a fabulous taster of what we have in store for the next few weeks – glitz, glamour, sequins and sass ..and the ever so lovely Alesha Dixion! The winner of SCD 2007 is back on our screens as a judge for SCD 2011! (SDC ’07 was the BEST season in my opinion – Alesha’s Cha Cha Cha was HOT HOT HOT!)
With Miss Kelly Rowland over on ITV1 judging the mighty X-Factor, it is wonderful to see two exquisitely beautiful black women headlining prime time TV shows which are viewed by millions across the nation – and indeed the world (thanks to Youtube)!
And what about the weaves!!! Kelly has been rocking the most gorgeous Remy hair in a variety of looks (kudos to the stylist!) – from tumbling, tousled curls to sleek, sexy locks – Kelly has been looking ON POINT!
Alesha is also a lover of her hair adornments and her début style was a winner in my eyes – an on trend side ponytail emphasised her flawless features.
SDC will return to the BEEB in 3 weeks time, so watch this space for a week by week update on the hair and make-up creations of these two leading ladies!