PR: Flawless, demi-matte skin at your fingertips: NEW Max Factor Whipped Crème Foundation

The latest foundation innovation from Max Factor combines a hydrated formula with the texture of whipped cream to deliver a fresh, demi-matte finish that won’t dry out your skin

Save your skin from drying foundation with NEW Max Factor Whipped Crème Foundation – a whipped foundation innovation featuring a lightweight, hydrated formula that delivers a perfectly flawless, on-trend demi-matte finish.

Developed for women who have previously been left disappointed by drying foundations such as mousses, Max Factor delivers the ultimate answer with its new super-smooth, hydrated formula that instantly achieves the perfect balance between controlling shine and enhancing skin’s natural luminosity in one quick, easy application.  

The new ‘demi-matte’

Making its debut backstage at Valentino AW13, Max Factor Global Creative Design Director, Pat McGrath used the lightweight whipped formula to create a gorgeous, all-new flawless ‘demi-matte’ skin look for the upcoming season; “Demi-matte is a beautiful finish we created backstage at Valentino. It’s a dimensional matte finish but with a bit of brilliance - a really fresh, slightly radiant look.  Not shiny, just sophisticated and flawless. It’s going to be one of the key skin finishes for AW13.”

Max Factor Philippines National Make-up Artist, Bobby Carlos, shares his/her tips on how to achieve the perfect demi-matte finish at home, “Simply work the foundation into the skin, using your fingertips to blend the formula seamlessly - the foundation gets rid of all the imperfections and dulls shine to give a matte finish that is still radiant.”

How does it work?

Other foundations, such as mousses, can appear drying as many formulas exclude water.  This could lead to flaking on dry areas and a ‘caked on’ finish.  Fighting those unwanted effects, Max Factor Whipped Crème Foundation contains a dual action, hydrated formula that features both water and glycerin to ensure the skin doesn’t appear dry, while simultaneously controlling excess shine.

Dr Sarah Vickery, Max Factor Principal Scientist, comments, “This new innovation achieves that difficult balance between a creamy and hydrating formula whilst still feeling lightweight and smooth. The result is dewy, natural looking skin that glows from within, rather than shines. Even after several hours, skin is still oil-free and soft to touch.”

New Max Factor Whipped Crème Foundation is available from March 2014 in the following shades: Crystal Beige, Light Ivory, Warm Almond, Natural, Beige, Sand, Golden, and Bronze with SRP 895.00. The foundation is oil-free, dermatologically tested and suitable for sensitive skin.