A few posts ago I was enthusing about the newest foundation launches with shades for dark skin!
I will reviewing some of these new offerings over the course of the next few weeks, letting you know my thoughts based upon 3 criteria:
- Colour Match – is it detectable?
- Coverage and Wear – how does it perform during the day?
- Marketing Support – many woman of colour bemoan the fact that they are underrepresented in the marketing and advertising of beauty products, and as a result conclude that these products are ‘not for them’. I will assess the marketing support for each product to see how well each brand represents the markets that they are targeting.
I am a loyal MAC Studio Fix user and I have been wearing shade NW45 for years. It is a good match for me…just so you know what I am benchmarking the trial foundations against.
…Teint Idole Utra 24H by Lancôme
As I mentioned in my previous post, Skin Deep, Lancôme offered customers a 7 day trial of their newest foundation. From the adverts in the press I suspected that I would be shade 13 (Sienne)…and what do you know…I was right!
Interestingly, it was back in 2005 that Lancôme identified a need to extend its foundation colour palette. Employees of the USA laboratories noticed they were not all able to find the right shade among those available on the market. Too red, not dark enough, overly ash, not vibrant enough, too orangey…
Thus L’Oreal (the parent company Lancôme belongs to) created what was dubbed the “Women of Color” association, and these women decided to blend a shade range perfectly tailored to their specific needs with shades for every skin tone.
Lancôme soon committed to support “Women of Color” with the launch of an international study. Using colorimetric measurements, 15,000 complexion colour points were observed on around 1,000 women. This international study gave rise to the shades unveiled in the Teint Idole Ultra 24H range!
The new shades suitable for a darker skin tone include:
Shades 10 (Praline), 11 (Muscade), 12 (Ambre), 13 (Sienne), 14 (Brownie) range from sandy to more intense tones and these shades been developed for every mixed-race, South-American, Afro-American, Indian-American, Antillean or North-African complexion. Shade 15 (Acajou), the darkest shade is designed for ebony-toned skin.
So that was the science…but what do I think??
Although Lancôme professes to have a shade for all, with only 6 shades for women with a darker skin tone, I am not 100% convinced.
Sienne is a rich toffee colour with deep yellow undertones.
It did blend well to match my skin tone…however upon application to my face (with my fabulous BECCA foundation brush), it was slightly to dark…but I know that shade 12 would be to light, so unfortunately it was a mismatch for me.
Colour Match Score: 6/10
Coverage and Wear
The foundation provided a medium coverage, and was easy to apply. If you do have any imperfections that require extra coverage (as I do!) you may need to use a concealer too. The foundation has a subtle floral fragrance, which was surprising – but it was pleasant to inhale the fragrance as I applied the makeup.
It dries to give a velvety matte finish. My skin tends to get shiny throughout the day, thus I was concerned that the liquid formulation would begin to slide, but I found that it wore well although I did need a little powder to take down the shine. All in all I was very impressed!
Coverage and Wear score: 8/10
Lancôme has backed the launch of Teint Idole 24H with a heavyweight campaign which has been highly visible in store, outdoor, online and in the press.
Lancôme’s global HQ has done a fantastic job in communicating that this range is indeed for all women…and I was commenting to a friend just last week (yes…I am always talking about beauty!!), that I believe that this is the first major Lancôme campaign that DOES NOT feature a Caucasian woman!! It is fronted by Tunisian beauty, Hanaa Ben Abdesslem and the stunning Arenis Sosa.
A fabulous campaign!
Marketing Support score: 10/10
So there you have it! All in all, if you can find your colour match, I would highly recommend this foundation!
In last Sunday’s Sunday Times Style magazine, there was a brilliant article looking squarely at the issue of being a mixed race young woman in Britain today. An extremely beautiful 24 year old called Alexandra Simon, recounted her journey of realising and accepting her identity…and the challenges and triumphs that she encountered along the way.
Race and ethnicity are still hot topics in the UK and I hope that the candid, honest debate continues and that developments in the beauty industry can contribute to this debate.
I do believe that 2012 will be a significant year for the ethnic beauty here in the UK, as several of the large beauty brands – both mass and prestige – have launched foundations to target this burgeoning sector of the population.
So what’s on the agenda?
Lancôme launches its latest foundation, Teint Idole Ultra 24H Foundation (£27) next month, it comes in 18 Shades and you can receive a complimentary, 7 day sample at selected Lancôme counters nationwide.
The new campaign will feature Lancôme’s stunning spokes model Arlenis Sosa, who joined the brand in 2009.
There will be an impactful in-store presence – I look forward to seeing Arlenis’ beautiful face grace the pages of glossy mags and department store counters. I will also be trying the foundation out…so will let you know what I think
Last year I blogged about the latest addition to the Chanel foundation family – the Perfection Lumiere Fluide Foundation (£36), which was launched in the States last August. I was praying that the range would hit the UK…and what do you know…it has arrived!! It seems like only 16 of the 26 shades are available…but there are a good number shades that will suit a darker skin tone.
You can purchase the new range online from Selfridges, or pop into selected Boots stores to also get your hallowed Advantage Card points!
British beauty Alesha Dixon continues to expand her business empire – and was recently announced as Avon’s ‘Beauty and Empowerment’ Ambassador for the UK and Ireland and the face of the new Ideal Flawless Invisible Coverage Foundation (£12). I was eagerly anticipating the launch of this foundation as I had heard that it would be available in 16 shades!! Although Avon has an extensive range of bases suitable for dark skin tones that are currently retailed in the US – these shades have not been available in the UK for a number of years. Ideal Flawless launches in February – but alas – the darkest shade in the range is a warm honey tone called ‘Earth’ – it would be suitable for women such as the caramel toned Miss Dixon – but there are no shades suitable for a deeper chocolate skin tone such as my own.
I have long seen the adverts for L’Oréal Paris’ True Match Foundation (£9.99) featuring (new mum) Beyoncé … but to be honest, I had never really investigated the range, as I just assumed it would not have a shade that would be my true match. However recent press coverage in this month’s Marie Claire magazine stated that the range now comes in 20 shades! It looks like the deep shades Golden Cappuccino and Cocoa have been added to the range here in the UK – these shades are featured on the L’Oréal Paris UK website – but they do not seem to be available on the high street as yet – I will keep my eye out to see if changes and let you know! Again, I discovered that the True Match range that is available in the US comes in a whopping 33 shades – 10 of which would be perfect for deeper tones just like mine… (oh well!!)
Check out Mrs Carter’s latest US commercial for the make up.
So, what can I say?
As I mentioned in my previous foundation blog post – things are getting better for us dark skinned beauties here in the UK – but I still can’t help feeling that there could be so much more to choose from…
Anyway, I will be updating you soon on my foundation picks for 2012!