Is YSL's Fusion Foundation the most anticipated foundation of all time?
Imagine if you could put on a foundation and forget about it, safe in the knowledge that it would stay put for 24 hours, all with a feeling of weightlessness and a look of matte, velvety skin? Wouldn't that be high on our wish list?
Well, apparently it's high on 12,000 British beauty wishes as proven by the long waiting list for YSL's new offering - for it has imagined and produced just that.
According to the YSL labs, its new bottle of super-sounding foundation (officially entitled 'Fusion Foundation') which launches next month is the most "scientifically advanced make-up in the world." Why? Because it has been created using space-age technology.
Forget using space-age technology to get the moon, YSL are using it to create a stellar base, using a material used originally in the technique of trapping fine particles in outer space, and chosen for its honeycomb surface that in this instance can absorb four times its weight in sebum (which is why it promises to keep skin matte, come possible rain, shine, humidity or heat).
As well as this 'lipophilic active' material, YSL explain that added micro-coated milled pigments help boost the brightness and hold of the base, while fatty acids add a perfect glide and radiance (a mattifying foundation with a cakey-finish this is not). Testers back up the claims nicely; 97 per cent of women agreed Fusion Foundation gave skin flawless coverage, while 90 per cent revealed the formulation adjusted to their tone perfectly, and impressively, 95 per cent of testers reported skin still felt comfortable after 24 hours of wear.
In short, YSL has developed this foundation to suit our lifestyles - the perfect slip makes it easy to apply in seconds, pigment makes it look like our own skin only better, and a whizzy space-age technology keeps it that way while we work, rest and play for 24 hours.
Could the French beauty brand who gave us Touche Eclat - the world famous beauty tool that sells at a rate of one every 10 seconds globally to give us brighter eyes at the clickety click of a pen - be about to launch another cult beauty offering - we think so. If you haven't already joined the 12,000 women in the UK who have been adding their names to the waiting list at the YSL counter since it opened on July 1, might we suggest that you do?