Rosemary Mac Cabe

Hemlines, heels and haute couture – your daily dose

No 7 takes the difficulty out of shopping for foundation – using technology, of all things

There are few things more difficult – or, let’s face it, more tedious – than shopping for foundation. In fact, they can probably be counted on one hand: doing one’s tax returns, shopping for jeans, folding fitted sheets, the annual …

Tue, Sep 4, 2012, 13:30

   

There are few things more difficult – or, let’s face it, more tedious – than shopping for foundation. In fact, they can probably be counted on one hand: doing one’s tax returns, shopping for jeans, folding fitted sheets, the annual extended-family get-together and cleaning out the fridge. When buying foundation you are placing the first thing anyone looks at when they see you – your face – in the hands of a stranger. And, if you’re especially unlucky, this stranger is wearing make-up that looks as if it’s been blasted straight from a 1980s copy of Good Housekeeping, blue eyeshadow an’ all.

Well Boots’ No 7 has come to the rescue by ensuring that your foundation picking will never be left up to the good graces of any one person again, and will instead be determined by science. I know, groundbreaking!

Basically, the No 7 Match Made service utilises the above handheld device to photograph your skin in several places, taking up to 200 photographs in mere seconds using a combination of LED lights and a camera (it’s all a bit beyond me, honestly). It then matches your skin, using the average colour result, to one of the 17 shades in the No 7 range – and then, of course, an assistant can recommend the right formulation for your skin type.

So how did I fare? Well I was colour matched with Cool Beige, one of the lightest in the range, and my lovely adviser recommended I try the Beautifully Matte foundation, as I have quite oily skin. While I’m totally sold on the formulation – it stays on all day, gives decent coverage and is, in fact, a good dupe for my beloved Dermablend - I’m not so gone on the colour, which is a bit disappointing.

Perhaps it proves the fact that I’ve been wearing a colour that’s too dark for me, but when I wear my Beautifully Matte, without fail, someone will ask if I am unwell. This despite the fact that I’m applying powder, bronzer and blush afterwards. It’s just really light – and I think us Irish women like to have a foundation that adds a bit of colour, even if that is, technically speaking, “wrong”.

It’s definitely worth a try though – see if you can live with the harsh reality of your pale skin tone! I’ll be going up a shade when I go back for a Beautifully Matte refill (which I definitely will; as I said, the formulation is perfect for me). And it’s worth checking out the newly revamped No 7 range anyway – as you can see it’s had quite the makeover and is now much sleeker than before.

We reserve the right to remove any content at any time from this Community, including without limitation if it violates the Community Standards. We ask that you report content that you in good faith believe violates the above rules by clicking the Flag link next to the offending comment or by filling out this form. New comments are only accepted for 10 days from the date of publication.