The latest foundation innovation from Max Factor combines a hydrated formula with the texture of whipped cream to deliver a fresh, demi-matte finish that won’t dry out your skin

Dubai, UAE, April 2014: Save your skin from drying foundation with NEW Max Factor Whipped Crème Foundation – a whipped foundation innovation featuring a lightweight, hydrated formula that delivers a perfectly flawless, on-trend demi-matte finish. 

Developed for women who have previously been left disappointed by drying foundations such as mousses, Max Factor delivers the ultimate answer with its new super-smooth, hydrated formula that instantly achieves the perfect balance between controlling shine and enhancing skin’s natural luminosity in one quick, easy application. For ladies in the Middle East especially, this moisture-intense foundation is ideal to achieving a flawless, glowing look, despite the dessert region’s intense heat and humid climate. 

The new ‘demi-matte’ 
Making its debut backstage at Valentino AW13, Max Factor Global Creative Design Director, Pat McGrath, used the lightweight whipped formula to create a gorgeous, all-new flawless ‘demi-matte’ skin look for the upcoming season; “Demi-matte is a beautiful finish we created backstage at Valentino. It’s a dimensional matte finish but with a bit of brilliance - a really fresh, slightly radiant look. Not shiny, just sophisticated and flawless. It’s going to be one of the key skin finishes for AW13.” 

Max Factor Regional Creative Director, Joelle Mardinian, shares her tips on how to achieve the perfect demi-matte finish at home, “Simply work the foundation into the skin, using your fingertips to blend the formula seamlessly - the foundation gets rid of all the imperfections and dulls shine to give a matte finish that is still radiant.” 

How does it work? 
Other foundations, such as mousses, can appear drying as many formulas exclude water. This could lead to flaking on dry areas and a ‘caked on’ finish. Fighting those unwanted effects, Max Factor Whipped Crème Foundation contains a dual action, hydrated formula that features both water and glycerin to ensure the skin doesn’t appear dry, while simultaneously controlling excess shine. 

Dr Sarah Vickery, Max Factor Principal Scientist, comments, “This new innovation achieves that difficult balance between a creamy and hydrating formula whilst still feeling lightweight and smooth. The result is dewy, natural looking skin that glows from within, rather than shines. Even after several hours, skin is still oil-free and soft to touch.”
MATTIFYING: Max Factor Whipped Crème Foundation contains silicone mattifiers that reduce shine on the skin by diffusing the light as it hits the face 

EVEN TEXTURE: The hydrated formula combines water and glycerine which reduces the appearance of dry skin on application, leaving skin looking fresh, soft and perfectly even 

SKIN FINISH: The complete combination of silicone mattifiers, water and glycerine delivers a perfectly flawless, demi-matte result that’s a matte look with a fresh, slightly radiant finish - even on combination skin
New Max Factor Whipped Crème Foundation is now available across the region in the following shades and RRP. The foundation is oil-free, dermatologically tested and suitable for sensitive skin. 

The foundation is available at an RRP of 74 SAR* in Saudi Arabia, in the following shades:
•    Max Factor Whipped Crème in Porcelain (30)
•    Max Factor Whipped Crème in Crystal Beige (33)
•    Max Factor Whipped Crème in Light Ivory (40)
•    Max Factor Whipped Crème in Blushing Beige (47)
•    Max Factor Whipped Crème in Rose Beige (65)
•    Max Factor Whipped Crème in Soft Honey (77)
•    Max Factor Whipped Crème in Caramel (85)

The foundation is available at an RRP of 79 AED* in the United Arab Emirates, in the following shades:
•    Max Factor Whipped Crème in Porcelain (30)
•    Max Factor Whipped Crème in Crystal Beige (33)
•    Max Factor Whipped Crème in Light Ivory (40)
•    Max Factor Whipped Crème in Warm Almond (45)
•    Max Factor Whipped Crème in Blushing Beige (47)
•    Max Factor Whipped Crème in Natural (50)
•    Max Factor Whipped Crème in Beige (55)
•    Max Factor Whipped Crème in Sand (60)
•    Max Factor Whipped Crème in Golden (75)
•    Max Factor Whipped Crème in Bronze (80)
•    Max Factor Whipped Crème in Caramel (85)

*Pricing is at the sole discretion of the retailer