Bottles of Avon True Power Stay 24 Hour Foundation have been flying off the shelves with one sold every two minutes in the first three days it was on sale.
So what’s all the fuss about? Priced currently at the offer price of £10, with an RRP of £15, it gives high-end brands a run for their money with the title of best foundation by promising to stay put for an impressive 24 hours. And whilst we wouldn’t recommend anyone keeps their make-up on for an entire day and night, a smudge and humidity-proof finish is exactly what we need for minimal touch-ups come Christmas party time.
Having tested it, we found it easy to build, with the initial coverage being medium. There is the option to layer on more where needed without caking. Instead of slathering it all over your face, we’d recommend focusing on areas that need a little extra help (pigmentation and blemishes, we’re looking at you!) to avoid overloading your skin with unnecessary product.
For a full-on finish, apply with a flat-topped foundation brush. The tightly packed bristles not only mean no product is lost or wasted, but that you can blend and buff brilliantly. Or, if you prefer a bit more dew, use a damp make-up blender sponge to press the foundation onto your skin with no brushstrokes or streaks.
With 20 available shades, it’s by no means the largest offering on the market, but the range is decent, catering for a lot of skin tones.
This is far from the first time one of Avon’s products have sent shoppers into a frenzy, their Anew Vitamin C Radiance Maximising Serum, currently £14, sold one every minute when it first launched.
Easy to incorporate into your routine (we recommend two to three pumps, applied before your normal morning moisturiser) it’s the potency of the formula that’s most impressive, boasting 10% vitamin C. It’s the most stable form of vitamin C too, known as ascorbic acid, meaning it rivals some of the priciest formulations out there for just a fraction of the price.
Skin feels smoother and more even-toned with continued use, as well as being protected from radiance-robbing free radicals. And it's just the job under that best drugstore foundation you've added to your beauty bag.
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Jess Beech is an experienced fashion and beauty editor, with more than eight years experience in the publishing industry. She has written for woman&home, GoodtoKnow, Now, Woman, Woman’s Weekly, Woman’s Own and Chat, and is a former Deputy Fashion & Beauty Editor at Future PLC. A beauty obsessive, Jess has tried everything from cryotherapy to chemical peels (minus the Samantha in Sex and The City-worthy redness) and interviewed experts including Jo Malone and Trinny Woodall.
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