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From matte to dewy and white to tanned, skin trends may come in and out of favour, but there’s one look that remains a constant throughout it all - full coverage. From the time that foundation was first invented for consumers back in 1935, women have been clamouring for make-up that covers up all their imperfections. And while make-up artists claimed that foundation became a dirty word” during this year’s Mercedes Benz Fashion Week Australia, unless you have flawless skin like a model’s - it’s unlikely that you’ll be 100 per cent committed to this new trend. To discover why full coverage will always remain in favour and why brands are bucking the au naturale” trend, beautydirectory sat down with brand manager Beryl Ita.
Why do people want the full coverage look?
A lot of young girls like to cake it until they make it” and those young girls who want to achieve a flawless look fall into the Australis target market. They may have pimples or an uneven skin tone, and at an age when you feel most self-conscious, having a foundation that helps with these imperfections is a blessing.
Having dewy, natural-looking skin seems to be a strong trend at the moment. Is it possible to get this look with full coverage?
I think we all strive to have what we perceive to be perfect skin” with barely visible pores, no redness or imperfections, but reality is that there are probably very few people out there that have perfect skin”. If you use a foundation that is matched to your skin tone and blended well you can achieve a naturally flawless look even with a full coverage foundation, it’s all in the application.
Most brands are releasing light and barely-there coverage foundations - why did Australis decide to do the opposite?
Australis moved away from the light and barely there coverage foundations because we a) saw it as a gap in our foundation offering and b) because our target market of young girls does sometimes have problem skin that they want to cover up. Additionally, most full coverage foundations are in the more premium price segment which our girls can’t afford to purchase, so we wanted to bring an affordably priced full coverage product into our range.
What are some of the benefits of full coverage foundation?
The benefit of using a full coverage foundation is that it literally conceals all imperfections. Whether you have acne scars, pimples, or if you want to hide those freckles, full coverage foundation is the way to go to achieve a perfectly flawless look.
You've just released some foundation sticks. How do these fit in with the real coverage” trend?
It’s really about the ease of application when it comes to a stick foundation versus a liquid foundation. With the stick, you can apply it directly to the skin and then blend it with a sponge or your fingers. Super easy!
What are the benefits of foundation sticks?
They are easy to use, won’t leak in your bag and you can apply it anytime and anywhere with minimum fuss or effort.