Truly Lasting Color (Discontinued)

by Almay  
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Makeup > Lipsticks > Long-Wearing Lipstick
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Truly Lasting Color is another contender in the category of paint-on liquid lipsticks. This option has the same concept as its predecessors from Cover Girl and Max Factor (no longer available), meaning that you apply it in a two-step process. The lip color goes on first. Allow it to dry for a minute or so, and then apply the glossy top coat for comfortable wear without disrupting the longevity of the color beneath. How does Almay's version measure up against those from Cover Girl, Lancome, and M.A.C., among others, in the contest to create the best long-wearing lipstick that really lasts? In most respects, Almay's option is at least comparable to its competitors. However, it doesn't improve on the wear time of Lipfinity or the smooth feel of M.A.C.'s Pro Longwear Lipcolor.

Almay's shade selection is a nice assortment of nudes and bright hues, all of which go on sheerer than you'd expect. Layering doesn't build color intensity—what you see from the first coat is pretty much what you'll get, and it’s a softer look that lots of women prefer. Almay's glossy top coat is stickier than most, but for gloss lovers this feel probably won't be objectionable. Truly Lasting Color does not stay on for the 12 hours touted on the packaging, but, like others in this category, it lasts much longer than standard matte or cream lipsticks, although you will need to reapply the top coat regularly to maintain a creamy, lipstick-like feel.

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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