07.17.2014
189
I-Mark Wet/Dry Eyeshadow
$7
Expert Rating
Community Rating (0)
Expert Reviews
Last Updated:07.17.2014
Jar Packaging:No
Tested on animals:Yes

Avon Mark claims to have reformulated its lineup of I-Mark powder eyeshadows, and we must say it's a renovation job well done! Swipe your brush across the top of the shadow and you'll notice that you pick up color without stirring up a cloud of dust, as it did in the past. This applies very smoothly. The color quality starts off sheer, but can be built up for a much more intense look. This wears very well, with no significant fading even after several hours of wear.

One of the best features is that this doesn't suffer the curse of many powder eyeshadows—it doesn't fall onto the tops of your cheeks when you put it on! It stays right where you put it, even the sparkly shades.

I-Mark comes in a wide variety of colors, from staple neutrals to bright pinks and purples, for those who are inclined to use such shades. Some truly matte shades are also available, and these can easily double as eyeliners.

One thing to note: Avon Mark doesn't list on its website whether the shade you're considering is shiny or matte, so it's a good idea to call Avon or visit your local Avon Mark representative to make sure you're getting exactly what you want!

Pros:
  • Shadow isn't overly powdery and applies smooth and even.
  • Sheer color that is easy to build into a more intense look.
  • Doesn't fall onto the cheeks when applied, and wears well throughout the day.
  • Wide variety of colors and finishes available.
Cons:
  • None.
Community Reviews
Ingredients
Talc, Aluminum Starch Octenylsuccinate, Zea Mays (Corn) Starch, Isononyl Isononanoate, Phenyl Trimethicone, Zinc Stearate, Dimethicone, Cetearyl Ethylhexanoate, Hydrogenated Styrene/Methyl Styrene/Idene Copolymer, Chlorphenesin, Potassium Sorbate, Dimethiconol, Tetrasodium EDTA. Pearl Shades May Also Contain: Synthetic Fluorphlogopite, Tin Oxide, Silica, Calcium Sodium Borosilicate, Calcium Aluminum Borosilicate, Acrylates Copolymer, Alumina. All Shades May Also Contain: Mica (CI 77019), Titanium Dioxide (CI 77891), Iron Oxides, Carmine (CI 75470), Ferric Ammonium Ferrocyanide (CI 77510), Yellow 5 Lake (CI 19140), Ultramarines (CI 77007), Blue 1 Lake (CI 42090), Ferric Ferrocyanide (CI 77510), Manganese Violet (CI 77742), Chromium Hydroxide Green (CI 77289), Chromium Oxide Greens (CI 77288), Bismuth Oxychloride (CI 77163), Aluminum Powder (CI 77000), Bronze Powder (CI 77400), Copper Powder (CI 77400), Green 5 (CI 61570), Red 40 (CI 16035), Red 40 Lake (CI 16035), Black 2 (CI 77266), Blue 1 (CI 42090), Yellow 5 (CI 19140).

NOTE: Ingredients may vary by shade from the above listing.

Brand Overview

Avon Mark At-A-Glance

Strengths: Mostly good foundations; incredible powders; great inexpensive eyeshadow; good shimmer products; good cleansers; outstanding daytime moisturizer with SPF 30; some worthwhile moisturizers.

Weaknesses: Some of the makeup brushes fail to impress even a little bit; the products for oily and acne-prone skin are mostly unimpressive and needlessly irritating.

Avon had every reason to be excited about launching its first comprehensive line marketed toward women aged 16 to 24. That's because, according to research conducted by the company, there are over 300 million teens in Avon's top 30 markets worldwide. These teens and young adults spend over $200 billion each year on consumer goods, a powerful incentive for companies to create niche cosmetics, fragrances, and accessory lines from scratch, and then couple them with aggressive, ongoing ad campaigns. Avon's Mark line comes from the company's Avon Future division. Debuting in September 2003, the line is sold through Avon's network of 500,000 representatives as well as a wave of new younger recruits—high school and college students—looking to earn some extra money by selling the products as well as enlisting others to sell the products. (Sales representatives get commissions ranging between 25% and 40% plus additional money for each new salesperson they enlist.)

From a youth-appeal standpoint, Mark combines cutesy-clever names like those seen in the Origins and BeneFit department-store lines, coupling them with modern packaging and prices that fit teens' budgets (Mark is priced competitively with drugstore-brand skin-care and makeup lines). Avon's distribution of some 13 to 16 million "magalogs" (catalogs) to their target market every four to six weeks (Source: The Rose Sheet, May 12, 2003, page 3) has kept this line in the forefront, as have monthly ads in teen-oriented magazines.

Beyond its target markets, fun packaging, and an eager audience with money to burn, does Mark make the grade when it comes to the products themselves? Mark's makeup (and its customization options) has proven to be the major draw and expanding force of this line. Although the skin care offerings are better than they used to be, Mark's act improves considerably because of their makeup, though we wish most of it weren’t so highly fragranced. The operative word for every Mark makeup product and shade is "sheer." From foundations to eyeshadow and lip products, these are soft, low-commitment colors, ideal for experimentation. Since this is a youth-oriented line, there is shine aplenty, and more lip gloss options than anyone could possibly need. Still, if you shop carefully, there's no reason you can't put together a workable makeup wardrobe of Mark products. The prices on many high-quality items make them bona fide steals, though if you're an adult shopping this line do keep in mind that what appeals to young women and teens (namely, lots of glittery shine, gloss, and novel packaging) may not appeal to you or meet your needs.

For more information about Avon Mark, call (866) MEETMARK or visit www.meetmark.com.

About the Experts

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See all reviews for this brand

Avon Mark At-A-Glance

Strengths: Mostly good foundations; incredible powders; great inexpensive eyeshadow; good shimmer products; good cleansers; outstanding daytime moisturizer with SPF 30; some worthwhile moisturizers.

Weaknesses: Some of the makeup brushes fail to impress even a little bit; the products for oily and acne-prone skin are mostly unimpressive and needlessly irritating.

Avon had every reason to be excited about launching its first comprehensive line marketed toward women aged 16 to 24. That's because, according to research conducted by the company, there are over 300 million teens in Avon's top 30 markets worldwide. These teens and young adults spend over $200 billion each year on consumer goods, a powerful incentive for companies to create niche cosmetics, fragrances, and accessory lines from scratch, and then couple them with aggressive, ongoing ad campaigns. Avon's Mark line comes from the company's Avon Future division. Debuting in September 2003, the line is sold through Avon's network of 500,000 representatives as well as a wave of new younger recruits—high school and college students—looking to earn some extra money by selling the products as well as enlisting others to sell the products. (Sales representatives get commissions ranging between 25% and 40% plus additional money for each new salesperson they enlist.)

From a youth-appeal standpoint, Mark combines cutesy-clever names like those seen in the Origins and BeneFit department-store lines, coupling them with modern packaging and prices that fit teens' budgets (Mark is priced competitively with drugstore-brand skin-care and makeup lines). Avon's distribution of some 13 to 16 million "magalogs" (catalogs) to their target market every four to six weeks (Source: The Rose Sheet, May 12, 2003, page 3) has kept this line in the forefront, as have monthly ads in teen-oriented magazines.

Beyond its target markets, fun packaging, and an eager audience with money to burn, does Mark make the grade when it comes to the products themselves? Mark's makeup (and its customization options) has proven to be the major draw and expanding force of this line. Although the skin care offerings are better than they used to be, Mark's act improves considerably because of their makeup, though we wish most of it weren’t so highly fragranced. The operative word for every Mark makeup product and shade is "sheer." From foundations to eyeshadow and lip products, these are soft, low-commitment colors, ideal for experimentation. Since this is a youth-oriented line, there is shine aplenty, and more lip gloss options than anyone could possibly need. Still, if you shop carefully, there's no reason you can't put together a workable makeup wardrobe of Mark products. The prices on many high-quality items make them bona fide steals, though if you're an adult shopping this line do keep in mind that what appeals to young women and teens (namely, lots of glittery shine, gloss, and novel packaging) may not appeal to you or meet your needs.

For more information about Avon Mark, call (866) MEETMARK or visit www.meetmark.com.