Intense i-Color Liquid Shadow + Color Primer

by Almay  
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Makeup > Eyeshadows > Liquid Eyeshadow
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Almay advertises Intense I-Color Liquid Shadow + Color Primer as a revolutionary product, but when it comes right down to it, it's about as revolutionary as white bread! The only thing intense about it is the name.

This liquid shadow comes with a wand applicator that you're supposed to swipe over the eyelids. The shadow itself is pretty sheer with some subtle shimmer, and it takes a few swipes to get it to really show up.

Like most Almay Intense I-Color eye products, this comes color-coded for brown, blue, hazel, and green eyes. Although the eyeshadow color you choose can indeed enhance your natural eye color, in this case Almay's colors aren't all that logical. For example, if you have blue eyes you're directed to use the Sky Blue shade, thus putting blue next to blue. The problem? This isn't a case where like enhances like; rather, if you want to enhance your eye color, choose a contrasting or neutral color rather than a matching shade. So, for blue eyes, go for a soft peach or cantaloupe color, or any shade of soft brown—definitely not blue! In the real world of fashion, eye makeup is about shaping the eye with neutral tones, not wearing color. Want proof? Just look at any cover of a fashion magazine.

The shadow doesn't crease during the day, but fades a bit after a few hours. As a primer for other shadows, the sheerness allows other colors to be put over it without a "muddy" looking result, but it doesn't make any significant difference in the amount of wear time for the shadow you put over it. Overall, this is just very average and offers very few to no real benefit.

  • Shadow doesn't crease during the day.
  • Color is so sheer that it take a few swipes to really show up.
  • Color fades after a few hours of wear.
  • As a primer, doesn't significantly increase the wear time of other eyeshadows.

Long a standby for those with sensitive skin seeking hypoallergenic products (though that term is unregulated and can be applied to any product, regardless of ingredients), Almay continues to refine its comprehensive makeup line. In early 2006 the company repackaged its old favorites, and also relaunched several new makeup items. Everything now has a sleek new look and color-coded packaging. We admit, the makeover is effective, not just product-wise but visually too.

Shopping this drugstore line is now much easier because of the clearly defined product and color family groupings. Lamentably, testers and trial sizes of the makeup are still scarce regardless of where you shop. Almay has always been a reliable line for foundations, powder, and mascara. Within its current lineup you'll find that remains true. Their foundations are better than ever, and still offer full, broad-spectrum sun protection and a mostly neutral palette. We also found their concealers and mascaras have improved, as have the pencil options. When it comes to shopping for makeup staples with state-of-the-art formulas, Almay has many winners, and some innovative surprises that its competitors would be wise to learn from.

For more information about Almay, owned by Revlon, call (800) 992-5629 or visit

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