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The 2025 edition of Paris Packaging Week!
Friday, March 10, 2017Focus on French Launches

White powders

© CosmeticOBS-L'Observatoire des Cosmétiques

Born ‘backstage’, these finishing powders can be scary at first (that fear of transforming into a geisha!), but women do adopt them. As a matter of fact, they are now available in supermarkets!

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The very first was created by By Terry (Hyaluronic Hydra-Power ultra-smoothing skincare powder, €46).
This loose powder rich in hyaluronic acid and silica is as white as talc, but it is nothing like that on the skin. This concentrate of light provides much complexion transparency, creates a light, sophisticated finish, and ensures an invisible, natural, long-lasting makeup result.

These powders diffuse light and soften wrinkles, dilated pores, and dehydration lines, without leaving the tiniest trace of colour. Loose or compact, they are getting widespread this spring.

They are available at:
• Make Up For Ever, in a loose version (HD Loose Powder, €34) or compact version (HD Microfinish Pressed Powder, €37.50 )
• Nars (Light Reflecting Loose Setting Powder, €36)
• Clarins (Duo Pores & Matité for a mattifying result, €45)

In supermarkets, Maybelline has just launched its own:
Master Fix Setting Loose Powder (€9.90).
According to Carole Colombani, Maybelline Make Up Artist, ‘these powders help obtain this ‘studio’ smooth finish and sophisticated, flawless complexion an increasing number of women (let’s thank selfies and social media!) are fond of.’

Ariane Le Febvre

© CosmeticOBS-L'Observatoire des Cosmétiques
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