The problem is, if the color of the foundation doesn’t match the skin, then you get the Miscolored Girl Syndrome.
What this “SmartShade” is supposed to do is to match any skin tone – like magic. But how does this work?
Since this is so wonderful, it must be patented, and your gentle friendly chemist went on a patent search. In a patent called “Makeup compositions and Methods“, it was claimed that the new invention includes
To understand the magic, it has to be compared with non-magic. In normal foundations the pigment (which gives the color) is blended with the rest of the ingredients into a paste:
…but NOT in SmartShade. Using pretty interesting chemistry, the hydrophilic pigments are blended into a hydrophobic carrier to give an emulsion – this is like making oil-droplets in water, but reverse (water droplets in oil). The technological challenge was to keep them like this all the while it’s traveling from the factory to the shelf to the makeup bag.
When you put it on, the hydrophilic pigments goes, SWOOOSH, right to your skin and spreads out evenly. It looks as if it’s switching colors to match the skin tone.
“But, but – ,” I hear you protest, “That’s smoke and mirrors! It’s not what I thought it claims to do!” Yes, and it really is only smoke and mirrors and the manufacturers know it. Let me quote from the patent — straight from the horse’s mouth:
It’s not doing any matching. Which explains why these “smart” foundations comes in different colors, and reviews about its color-matching abilities are rather mixed. Is Almay going to be the subject of a class action? Probably not – their marketing materials are misleading, but very carefully so. Phrases like
is indeed itself adjustable to right.
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