I've been sharing new launches with fellow beautygeeks via Instagram of late, and it's occurred to me that hey! what about beautygeeks who don't Insta?? My apologies, lovelies. Let me start getting you caught up. First: Maybelline Dream Wonder Fluid Touch Foundation, which caused a bit of an Insta-stir. And funny story: the formula that inspired it was originally considered a dud.
armani maestro was a dud
Before we get to Maybelline Dream Wonder Fluid Touch, you know of the groundbreaking Armani Maestro foundation, yes? Its unique featherweight, silky dry-oil texture gives skin the most natural foundation finish ever. Created by clever product developers and chemists at L'Oreal, the formula languished a bit because no-one thought women would ever wear it -- it's like oil, after all, which most of us try to avoid (oil cleansers are only now really beginning to build in popularity).
But when Linda Cantello, international makeup artist for Giorgio Armani, wanted a foundation that looks invisible on skin as it enhances, the lab knew they could deliver. According to Veronique Roulier, Director of L'Oreal Luxe Make-up Laboratories in France, when Cantello tested the fluid she exclaimed immediately that it was exactly what she wanted.
With one of the world's most sought-after makeup artists behind it, a ground-breaking new foundation texture made its debut. And it's become the Beverly Hills, 90210 of its category, with spin-off after spin-off created under other brands sheltered by the same corporate umbrella, plus at least one imitation production so far.
maybelline dream wonder fluid touch
You know Maybelline New York is owned by L'Oreal, just like Armani Beauty, right? That Armani Maestro technology is making the company rounds. Maybelline Dream Wonder Fluid Touch Foundation ($14.99 at drugstores and mass retailers) will be available in 12 shades as of July in Canada. (I snapped the above lab samples backstage at the most recent World Mastercard Fashion Week in Toronto, but couldn't show you the photos until now.)
more armani fluid touch spin-offs
As you may know, L'Oreal Paris Magic Nude Powder Bare Skin Perfecting Makeup ($17.99 at well.ca) launched last Fall, with a texture uncannily similar to Armani Maestro. Shall we say this is the Melrose Place iteration?
As well, this month from another member of the L'Oreal group comes Lancome Miracle Air de Teint($46 at Shoppers Drug Mart Beauty Boutiques, department stores and lancome.ca). Yup, it has that Armani Maestro texture too (will tell you more about that formula soon). And if we align this with Beverly Hills, 90210 spin-off Models, Inc., it's only in the context of being a spin-off -- ignore ratings and number of episodes. *grin*
You may also know Physicians Formula Youthful Wear Youth-Boosting Spotless Foundation, ($18.49 at well.ca) which launched this past January. An oil-based, 35% silicone formula, it was inspired by the Armani Maestro texture but created by a totally unrelated company without access to any of the Maestro technology.
All this isn't to say L'Oreal Paris Nude Magique Eau de Teint, Lancome Miracle Air de Teint and Maybelline Dream Wonder Fluid Touch are basically Armani Maestro in different bottles, mind you. Again -- spin-offs. Each L'Oreal group formula has its own twist to make it suitable for each brand's demographic and price point. That means you might have to try more than one to find one that works for you (and for your wallet).
What's your take on the coming-soon Maybelline Dream Wonder Fluid Touch foundation? (Think of it as the 90210 incarnation.) Have you tried any of the other Armani Maestro spin-offs or imitators?