Now you see it…

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As super-powers go, being invisible is surely up there with the best of them. There can’t be too many among us who would pass up the chance to wander around unseen and undetected, if only for a day or two.

Invisibility is equally desirable for certain make-up products – think foundation, powder and concealer (despite the best efforts in the UK of Jordan, Jodie Marsh and the entire TOWIE cast to prove otherwise). But making such products imperceptible has been easier said than done. Until now. Step forward Estée Lauder’s latest foundation, Invisible Fluid Makeup, which was previewed to the press before Christmas at the Soho Hotel in London.

The Moodie Report’s Rebecca Mann gets an Invisible make-over

Invisible is described as a technologically-advanced intuitive liquid foundation that perfects the skin without leaving a trace. Moreover, thanks to its patent-pending IntuiTone™ technology, the make-up is said to guarantee a true-to-life shade match by working with consumers’ natural undertones, so skin appears fresh, flawless and radiantly perfected in every light. In other words, it not only looks ultra-natural, it’s virtually mistake-proof in terms of selecting the right shade – a big advantage, not least for travel retail doors without dedicated beauty advisors on hand.

The inspiration for, and science behind, Invisible was explained by Anne Carullo, the straight-talking and hugely informative Senior Vice President of Global Product Development for Estée Lauder and Tom Ford Beauty.

At the launch, Carullo managed the impossible by making both physics and chemistry interesting; conducted a brilliant “disappearing” experiment; and taught me more about reflection, refraction and diffusion than I ever thought possible (finally, my Science teacher would be proud).

To fully demonstrate the properties of Invisible, Estée Lauder also had a make-up artist on hand, to apply the new foundation on the media guests present. Now, given that my milk-white complexion manages to make most vampires appear sun-tanned in comparison, finding a foundation that doesn’t make me look like a Satsuma is usually a pretty big challenge. But lo, thanks to said IntuiTone™ technology, there were at least three shades that looked perfect, with 2CN1 declared the eventual winner.

Lauder describes its latest base as a “completely new direction for the brand”. Carullo herself believes it could eventually herald a completely new type of foundation. She declared: “I have to keep innovating, to the point where maybe one day a foundation will look as clear as a glass of water.”

Watch this (Invisible) space.

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