UK's Advertising Standards Authority bans misleading cosmetics ads

The UK's Advertising Standards Authority banned an excessively retouched ad featuring Julia Roberts for Lancome and this one featuring Christy Turlington for Maybelline:

Source: extremetech.com via STYLE on Pinterest

At right, a fresh-faced Turlington dares to bare.

The ASA deemed these ads misleading, as the perfect complexions were a result of photo manipulation, not product use.  Watch this space for US crackdown on misleading cosmetics advertising.

Maybelline Dream Liquid Mousse Airbrush Finish

Maybelline Dream Liquid Mousse Airbrush Finish


Maybelline Dream Liquid Mousse Airbrush Finish foundation is a find! It does what it promises - it delivers a soft matte "airbrush" finish.

I also like the pump mechanism that dispenses a measured amount of product and the locking mechanism that prevents leaking. It's great for travel. At $8.79, Maybelline Dream Liquid Mousse Airbrush Finish is a great value.

LongerThickerBetter Part III

Has anything tried this mascara?


Estée Lauder's New TurboLash All Effects Motion Mascara™

It's Estée Lauder's New TurboLash All Effects Motion Mascara™. According to Splendora, this mascara has "an auto-powered LashSonic Brush that gently vibrates with micro-pulse bristles." Any comments?

All sorts of new innovations promise longer or fuller lashes. I've already written about SpinLash, which I had rated as a "qualified buy." As I use this product more and more, I like it better. I still like Maybelline's The Colossal Volum' Express mascara for building thickness, but after reading Retainer Girl's review, I concede that mascara goop sticks to the wand and it has a strange smell, problems that her fave Lash Blast doesn't have. After applying The Colossal, I run SpinLash through my lashes. It removes excess gunk and really separates lashes after application.


LashControl Lengthening and conditioning formula in black

Another innovation is LashControl, which features a squeezable "wiper sleeve" (the pink part above) that is supposed to control the amount of mascara deposited on the brush. However, I didn't find the wiper sleeve useful. LashControl lengthening and conditioning formula is good; however, the volumizing formula (color coded with a purple wiper sleeve) was problematic. It smeared and flaked and despite the wiper sleeve, goop still stuck to the tip of the wand. In fairness to LashControl, however, its representative said that the problems I had shouldn't have happened, and offered to take back the mascara so that she could see what went wrong.

Advice that works

I recently bought the latest edition of Paula Begoun's Beauty Bible. Her advice to use matte foundation as a base for eyeshadow was terrific. I patted Maybelline's Dream Matte Mousse Foundation on my eyelids before applying eyeshadow and my eyelids didn't get that oily appearance, as when I used cream eyeshadow base. Thanks, Paula.

I have dry cheeks and a nose that's prone to oiliness and pimples. While I use moisturizing makeup on my cheeks, I use the same Dream Matte Mousse Foundation on my nose. It's better than blotting tissues and pressed powder.

To remove eye makeup, I saturate or even soak cotton pads in eye makeup remover, lie back on the recliner (who says that recliners are for men only?), and place the pads over my eyelids to dissolve the eye makeup. No tugging and pulling - let the eye makeup remover do the work and gently wipe the makeup off afterward. I use Neutrogena's dual-phase eye remover.

ThickerLongerBetter Part I

Many of us are constantly seeking the perfect mascara: one that thickens or lengthen lashes (or maybe both!) and doesn't smear or clump.

Many people like Cover Girl's Lash Blast. While Lash Blast doesn't smear or clump, I was disappointed, as it didn't deliver on building significant thicker lashes. Rimmel's new Glam'EYES does deliver on building thicker and longer lashes and doesn't smear. However, you might want to run a lash comb or clean mascara wand afterwards to define and separate the lashes.


Maybelline Colossal Volum' Express mascara

beauty girl musings had great things to say about Maybelline Colossal Volum' Express mascara. I have yet to try this mascara. If Lash Blast's orange packaging was eye-catching, then Colossal Volum' Express's packaging is eye-popping, in a yellow that fairly screams. Monique said that you'd expect to pay about $7 for Colossal Volum' Express. Where I live (Northern Virginia, near DC), if you have a CVS customer card, you can get Colossal Volum' Express on sale for $4.99 through Saturday, July 5; even better, you'll get "bonus bucks" that will give you $2 discount on a future CVS purchase. Enter your zip code to locate your nearest CVS store at CVS.com and browse the Weekly Store Ad to see if this offer applies to your store.

Since I mentioned the CVS sale, I should also mention another special applying to my location is "bonus bucks" for $5 discount on a future CVS purchase with purchase of LaRoche-Posay's Anthelios SX SPF 15 sunscreen. Anthelios SX contains Mexoryl SX, which is the 1st sun filter in a sunscreen approved by the FDA in 18 years. Mexoryl SX fills the gap in sunscreens for short UVA ranges.

PS I took advantage of the CVS sale to purchase Maybelline Colossal Volum' Express mascara. This has the edge over Rimmel's new Glam'EYES mascara. Maybelline Colossal Volum' Express is a buy.

PS Just got notice from Anthelios' PR that Anthelios 40 with SPF 40 will be available soon.

Great drugstore finds

As the interview with Aunt Beep for ThisNext showed, I'm an inveterate roamer at CVS, particularly its cosmetics aisles, which not only have the usual mass-market brands, but also Lumene, a cosmetics brand from Finland exclusive to CVS and the French skin care brands Avene and LaRoche-Posay.

Here are some drugstore finds that I'd like to share with my readers:

Maybelline Dream Mousse Shadows in Rose Kiss and Black Spice from their limited edition Sugar and Spice collection for Valentine's Day (the collection even featured nail polish with heart-shaped sparkles!) . Rose Kiss is a beatiful shade for the lid, while Black Spice is great for the outer corner of the eye for the class smoky eye look. If only Maybelline would add these shades to its regular collection!

L'Oreal has now added liquid bronzer to its popular True Match™ collection of foundations, powders, concealers, and blushes designed to flatter a wide variety of skin tones. I am very fond of True Match™ liquid makeup in N3 - see my review at ThisNext, so I picked up the liquid bronzer in N1-2-3. This liquid bronzer may be blended with your foundation or be used alone.

UPDATE: The May 2007 of Lucky has a good tip: apply liquid bronzer before foundation to even skin tones. It worked for my skin, which has a tendency towards ruddiness

Physicians Formula Mineral Wear™ Talc-Free Mineral Eye Shadow Quad

Finally, Physicians Formula has released six different talc-free Mineral Eye Shadow Quads, all in beautiful shades. My complaint is about the packaging - you have to flip the compact over to use the mirror, so it's a clumsy way of applying the eyesahdow.

You can find Maybelline, L'Oreal, and Physicians Formula at major drugstores, mass-market retailers, supermarkets, and drugstore.com. Lumene is exclusive to CVS, and you can also find Avene and LaRoche-Posay at select CVS stores. Stores carrying Vital Radiance are now trying clear their inventory, so now is the time to snap up these products (which were good, although the line was badly marketed) at the right price - I was fond of Vital Radiance's Smoothing Eye Primer mousse, so I bought two at half-price. Paula's Choice may be purchased through the web site for Paula Begoun.

UPDATE: I have since found out that drugstore.com and Amazon.com carry a wide variety of Vital Radiance products.

What's in my makeup travel kit

Categories: Beauty, Cosmetics

I'm off for two days of meetings. In my makeup bag:

• LORAC Brow Wax For Eyes, Brunette


• Vital Radiance Smoothing Eye Primer


• Paula's Select Barely There Sheer Matte Tint SPF 20 in Sheer Ivory


• loose powder (a mix of Clinique and Bobbi Brown powders) in a small sifter jar


• Max Factor MAXeye Shadow in Baja Bronze - note: screen colors are not true. Shop KMart or Wal-Mart for Max Factor's new makeup items.


• Aveda blush in Tesserae


• eyebrow, eyeshadow, blush, and powder brushes


• Maybelline Volum' Express Washable Mascara, Very Black


• Flirt! LOVE & MATTENESS™ Oil-Free Pressed Powder in China Doll (warm)


• blotting papers


• L'Oreal Colour Juice Sheer Lip Gloss, Passion Fruit Squeeze - adds shine and subtle color to the lips


• Marcelle Soothing Eye Makeup Remover Gel - gel is much less messy than liquid. Marcelle is sold in Canada. For a U.S. alternative, try Almay Eye Make Up Remover Gel, Oil Free


• Cosmetic Cotton Rounds - to apply the eye makeup remover gel


• Swabplus Liquid Filled Cotton Swabs, Eye Makeup Remover - great for touchups

Vital Radiance UPDATED 2006-02-22

Recent history of cosmetics lines for "older" women is strange, to say the least. Maybelline had its Revitalizing line of cosmetics in the 1990s, represented first by Rosie Vela, then by 30-something Paulina Porizkova (after her contract with Estee Lauder ended in 1993), before it discontinued the line. That was a shame, as the Maybelline Revitalizing line had some silky-smooth matte eyeshadows and subtle blushes.

Revlon has enjoyed more continuity with its Age-Defying line, represented first by Melanie Griffith, and now by 45-year-old Julianne Moore and 59-year-old Susan Sarandon.

Today, the market is brimming over with skin care for women over 50 - witness Olay's Regenerist and L'Oreal's RevitaLift lines. Cover Girl has recalled its long-time model Christie Brinkley to promote its Advanced Radiance Age-Defying Makeup (note, however, Christie's hand is always covering her neck - if you've seen the Total Gym ads she does with Chuck Norris, you know why).

Revlon has launched a complete cosmetics line called Vital Radiance, targeted at women 50 and over. It's too tempting to call this makeup for the AARP set (although I'm only a few years shy of that time when I'll get my invitation to join AARP). Also, brand names that include "vital" and "radiance" for older women are beginning to sound hackneyed.

The foundation is more highly pigmented than others to compensate for loss of color in the complexion. I'll leave it to a real makeup expert, but I question the wisdom of this approach. It seems to me that color should come from a judicious application of blush in a flattering shade.

Eye shadow trios come into soft colors. Mousse shadow contain shimmer, and I questions why Revlon put shimmer into eye shadow intended for women over 50. Consumers will find the price of Vital Radiance rather high, especially for a mass market brand: one small pot of Vital Radiance EasyBlending Mousse Eye Shadow costs $14.50, while Maybelline's new Dream Mousse Eye Shadow (an extension of its Dream Mousse line, costs less than half that price.

Vital Radiance Smoothing Eye Primer

The Style Page especially liked Vital Radiance Smoothing Eye Primer. This product does indeed smooth the eye area and provide coverage as a base for eyeshadow and contains no shimmer. Some consumers might object to the peachy shade.

What's New in Beauty: June 10, 2005 - Mary Kay, Estee Lauder, reflect.com, Sephora, Maybelline

Categories: Beauty, Cosmetics

Mary Kay vetoes ads on Desparate Housewives - A Christian group successfully lobbies Mary Kay to pull ads for ABC's Desparate Housewives. May we expect TV ads featuring Nicolette Sheridan (NuGlow), Eva Longoria (signed with L'Oreal), and Teri Hatcher (who has a deal of her own) to pepper Desparate Housewives? Talk about cross-promotion!

Gwyneth Paltrow signs with Estee Lauder - The favorite of celebrity magazines, who named her daughter Apple, has signed a contract to appear in ads for Estee Lauder cosmetics and fragrances. As with the signing of Tom Ford, this appears to be another effort on the part of Estee Lauder Companies to boost sales of its flagship brand as consumer buying trends change.

P&G to close reflect.com - The master marketers (and innovators) at Proctor & Gamble haven't always been successful when it comes to cosmetics. P&G had a big rollout of Olay color cosmetics in supermarkets, drugstores, and other mass merchandisers, only to discontinue the line a couple of years later. Now comes news that P&G will close reflect.com, the customized cosmetics web site. Last day for order is Monday, June 13, so hurry!

reflect developed a color palette called the California Beauty Kit for Chico's, the women's clothing and accessories chain. This warm color palette features matte eyeshadows for day and shimmer eyeshadows for evening, along with a blusher, bronzer, and two lip colors. The price was cut from $55 to $29. While not available through Chico's web site, you might yet be able to find it in stores.

Sephora announces the winners of its 2005 Best of Sephora vote. 87,000 fans voted. Winners includes Nars blush in Orgasm, DuWop Lip Venom, Stila Lip Glaze, and more. Go to Sephora.com to shop the winners.

Maybelline goes upscale with signing of Kevyn Aucoin protege - I still have a problem calling Maybelline "Maybelline New York," as its corporate parent L'Oreal would have us call it. No doubt it has to do with the fact that I remember Maybelline as a child putzing around Kresge's dime store (and the reference to Kresge's alone betrays my age!), but the name "Maybelline" also conjures up Chuck Berry's song of the same name and Mother Maybelline Carter of country music's pioneering Carter Family - not exactly the image of urban sophistication that L'Oreal would like to convey. Still Volum'Express is my favorite mascara and I like its Dream Mousse Matte Foundation.

In another effort to go upscale, Maybelline has signed Troy Surratt, protege of the late, great makeup artist Kevyn Aucoin, as its star makeup artist and has already rolled out a new ad campaign featuring him. Previously, Surratt succeeded his mentor as beauty advisor at Beauty.com.

Mascara reviews - Rimmel, Physicians Formula

Categories: Beauty, Cosmetics

It’s been said that once women find a mascara they like, they stick to it. The Style Page is no exception. Several years ago, I discovered Maybelline’s Volum’Express mascara and stuck to it. I take advantage of sales to stock up. I like the way it thickens my eyelashes and doesn't clump. However, I am a sucker for new ways of packaging cosmetics.


Volum’Eyes Instant Full Volume Comb Mascara from Rimmel

Rimmel Volum’Eyes Instant Full Volume Comb Mascara features a comb rather a mascara brush. One would think that the comb would separate lashes and prevent clumping, but it doesn’t. After applying this mascara, my lashes looked like the spiky eyelashes that Cher had in her Sonny & Cher Comedy Hour heydey. In that way, the store displays featuring Kate Moss with a curiously clean mascara wand are misleading. Shop Rimmel at Wal-Mart.


Lash-in-a-Tube® Full Coverage Cream Mascara from Physicians' Formula

Physicians Formula Lash-in-a-Tube Mascara is also billed as a volumizing mascara. While this mascara doesn’t clump like the Rimmel mascara, it doesn’t build volume. Shop Physicians Formula at major drugstores and discount chains.

After applying mascara, I brush my lashes with a mascara wand salvaged from a tube that I discarded. But if you like a good gimmick (as I do), you can also use Paula Dorf’s Mascara Fan ($16). Shop Paula Dorf at Sephora.