This concealer gets its "smart" name from the claim that it "transforms into your ideal shade." But if that were really true, wouldn't just one master shade suffice because it would "transform" for everyone? Almay offers three shades, so they don't seem to believe their own claim! Aside from the hokey name, this concealer has a slightly liquid texture that provides more slip than necessary, so it's somewhat tricky to get it placed just where you want it because it tends to spread too easily. We add to this precaution the fact that the formula takes longer to set than it should. It ends up having a soft matte finish capable of medium coverage, but you may notice minor creasing under the eyes and fading by the end of the day. Two of the three shades are good and well-suited for light skin tones; avoid Medium, which is quite peachy. The smartest part of this concealer is its titanium dioxide and zinc oxide sunscreen, which is why this is worth considering despite the other shortcomings. It is an excellent choice for use around the eye area, especially if your foundation or daytime moisturizer with sunscreen proves irritating when applied to that area.
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 www.almay.com.