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Breaking News: Armani to Launch lasting silk UV foundation

By | July 2 2009 | 11 Comments


Here’s today’s big’un: Armani are rolling out what seems to be the replacement for Hydra Glow, their much lamented foundation product that was discontinued a while ago.

Beloved of brides and anyone who wanted to achieve that dewy, soft-focus look, it was a bit of a cult classic and no one seems sure why it’s off the roster. But on the lineup from September 3rd will be new Lasting Silk UV Foundation.

Spaketh the brand in press-release jargon:

In a new liquid silk texture, a high resistance make-up that is extremely refreshing and light, giving a luminous semi-mat finish that lasts and lasts. The new coverage effect without coverage feel.

lasting silk UV foundation is conceived for a woman with a contemporary approach to all day lasting weightless colour and semi-mat perfection without colour weight and feel.

Its fluid, innovative texture has been achieved through the deconstruction of a classic foundation and the reinvention of a unique composition of highly selective ingredients that improve makeup hold yet procure an intense fresh, watery silk sensation and luminous matt finish – the new lasting Armani touch.

The matte notations make it sound like something an oilier skin-type can appreciate,  and it also contains a 50% concentration of water essence, making it hydrating for us dry types. Eight shades, at €42 a pop will be on offer:

  • 2. Ivory Beige
  • 4. Light Sandy Beige
  • 45. Pale Beige
  • 5. Warm Beige
  • 5.5. Natural Beige
  • 6.5. Tawny Beige
  • 7. Tan
  • 9. Natural Suede
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