‘Foundation fatigue’ is set to be a thing of the past with new Max Factor Flawless Perfection. Flawless Perfection introduces innovative technology and a new approach to foundation - a unique patented two-step system incorporating separate skin perfecting and colour finish formulae, designed to work together to deliver a freshly applied, flawless look which lasts throughout the day.

Traditional Foundation
From the moment foundation is applied, the countdown to foundation fatigue begins. Foundation has to interact with a large area of skin, and over time it can settle into areas of imperfection leaving the finish looking uneven, tired, and far from freshly applied. Sometimes, at the end of the day, foundation can even end up accentuating lines and imperfections instead of hiding them.

As skin interacts with the environment, it can change the fabric of the foundation during the day. Facial movements cause the film to stretch, oil and water from sweat and sebum can mix with the foundation, and hands and clothing coming into contact with the face can cause transfer. Some traditional long wear foundations are designed to maintain colour and coverage by absorbing oil and water. However, this can make the colour uneven, so although the colour stays on your face, it may not be as smooth as when first applied.

“A light, natural finish which lasts is the hardest of all to keep looking perfect - without adding powder, which can change the overall effect,” says Gino Tamagnini, Max Factor Movie Make-Up Artist and Chief Make-Up Artist on the film set of Casanova. “With new Flawless Perfection from Max Factor, you can achieve a fresh, flawless look which lasts. It is perfect for busy women who don’t have time to check or constantly re-apply their foundation throughout the day.”

Breakthrough Technology
Max Factor has pioneered an innovative two-step foundation system, which keeps skin looking freshly applied throughout the day.

Flawless Perfection combines a lightweight Skin Perfecting Complex and a Colour Finish. The Skin Perfecting Complex works ‘behind the scenes’ to perfect and protect; creating an even surface that helps the uniquely compatible Colour Finish maintain colour and coverage.

Step 1: Skin Perfecting Complex
This contains sensory micro-particles to p erfect skin texture for a smoother starting point, minimising the appearance of pores and fine lines. The patented Skin Perfecting Complex also protects the Colour Finish from the effects of environmental factors on the skin, so c olour stays even and smooth. In addition, a f lexible water-resistant polymer, never used before in make-up, adds flexibility to the foundation while providing SPF 12 protection.

The Skin Perfecting Complex also features a unique combination of two linking agents designed to create a true foundation system with the topcoat. The first creates the right structure to make it highly compatible with the topcoat and the second acts to gently bind the two coats together after application rather than just sitting on top of each other.

Step 2: Colour Finish
Contains specially coated colour pigments which resist fading, and smooths on effortlessly for an even, flawless look. The Colour Finish is not overloaded with mattifying powders so the look can be as light or as made-up as you want it to be.

With Flawless Perfection, Max Factor has taken the perfect look to a new level by introducing a foundation which provides the perfect start for a perfect finish. With smooth, even, silky coverage that lasts all day long, your foundation will look fresh and perfect whether you’re on the early school run or dashing to a late afternoon meeting – giving you one less thing to worry about!

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Journalists for more information please contact:

Caroline Evans, Ketchum
Tel + 020 7611 3631
email caroline.evans@ketchum.com

or

Pippa Lutterloch, Ketchum
Tel + 020 7611 3536
email pippa.lutterloch@ketchum.com

Notes To Editors:

Max Factor Flawless Perfection is available in 9 shades nationwide from September, RRP £12.50