It’s the time of year when the drugstores are full of new products, both limited-edition holiday collections and new permanent items. I’ve been trying to buy less lately, but I have purchased some of the new offerings – most recently, one of Almay’s new (& permanent) Shadow Softie cream eyeshadows. Note that the Target display above does not have all of the available colors; Nouveau Cheap posted a picture of a different display that states the collection has twelve colors.
When I first saw the display, I wasn’t sure if these were powder or cream shadows – “whipped” certainly implies cream, but before you touch them, they very much look like powders. I bought one shade, Smoke, to test out.
The texture of this eyeshadow is really interesting – it’s very different from any eyeshadow I’ve tried before. When I first touched it, I couldn’t tell if it was a very silky powder or a dryish cream; it sort of feels like a hybrid cream/powder.
In the below photo, you can sort of see the texture – I’ve dented it by pressing on it with my finger. It’s easy to smooth it back out afterwards.
At first, I had trouble applying it. It’s easy to pick up some eyeshadow on my finger, but it wouldn’t easily transfer to my eyelid (or arm). The left swatch below is swiped with a finger using the normal amount of pressure I’d use; for the right swatch, I pressed significantly harder than usual. I found that using my fingers with extra pressure was the best way for me to apply the shadow.
This photo was taken with flash, and you can see that mostly matte with flecks of silver shimmer. It’s really a gorgeous shade, and I love how it looks applied.
The bad news: it creases. I tried it a few different ways. Alone, it creases very quickly on my dry eyelids – I see light creasing after 5-10 minutes, and the shadow is extremely creased and almost gone after 4 hours or so. Applying over eyeshadow primer didn’t help the creasing, though I might try again with a stickier primer. I got the best wear by setting the shadow with a sheer eyeshadow or face powder; set with powder, there was very light creasing after 4 hours.
I’ll be interested to see how these shadows wear for others – it seems like some products just work better for some people, regardless of skintype. So, if you have oily lids / problems with eyeshadow creasing / hate returning things, it would be wise to wait & read multiple reviews before purchasing.
I’m not sure of my overall verdict on Smoke – I love the color so much that I think I will wear it despite the creasing; there are lots of occasions when I don’t need my makeup to look good for more than 3-4 hours. I’ll also keep experimenting to see if I can figure out a way to make it last longer.