Wednesday, February 24, 2010

Happy 10 Years CoverFX!

Happy 10 year anniversary Cover FX!

Last night I attended a beauty blogger's media event put on by the fabulous brand and "foundation authorities", Cover FX. I of course ran in late while the President and Co-Creator, Lee Graff, gave her background on how Cover FX came to be. I hate being late - sorry!

If you don't know the history behind Cover FX, it all started with Lee's dedication to help burn victims and patients with skin disorders achieve flawless skin with superior products and formulations. With Frankel's chemical engineering background, Cover FX was born. 

   VP and Co-Creator, Jenny Frankel, showing off a scar from a chemical peel gone bad! 

It was really an informative night about not only achieving flawless skin, but covering up different skin problems such as rosacea, scars, and even tattoos (not a skin problem but could be a problem if you don't want it seen at a formal affair).

Lee working her magic on a model with rosacea. Did you know Lee has her own blog full of amazing beauty tips and tricks? Check it out here!

Amazing results! Rosacea be gone!

International Communications Director, Wanda Longo, covering up Jenny's scar. Don't forget to check out Wanda's blog!

Jenny's beautiful daughter who has flawless skin already! PR intern/MUA, Katherine, covered up her under eye circles.  

As you can tell from the above photos, it's clear why CoverFX is the "foundation authorities". They have a wide range of shades and formulations suited to your skin type. My favourite is the Natural FX Water-Based Liquid Foundation SPF 15 which is great for normal to dry because it leaves a radiant finish. All the products are water-resistant, tear-resistant, and sweat-resistant so it's perfect for extreme conditions. 

Launching this March, is the fool-proof The Big Cover Up! 3 Step Essentials Kit ($75 CDN). This kit allows you to custom blend, cover up imperfections, and sculpt and highlight all in one compact! It's so compact and travel-friendly. If you're a makeup artist, it's definitely a kit essential! I learned a little background on the inspiration of this kit from Frankel. She said the big trend with makeup artists in LA was all about sculpting and highlighting their clients while giving them a flawless complexion.

We of course got to try it on ourselves but had to figure out before hand what our colour was. It is available in 4 colour series: B - shades of golden brown to ebony, C - primarily pink undertones, E - a balance of pink and yellow, and M - yellow and/or olive undertones. 

Beauty bloggers, Anjali from Rock That Look and Farah from Faces By Farah looking flawless :)

I was lucky enough to be colour-matched by Wanda back in November at the Toronto IMATS. I am in the M series. Fellow beauty blogger, Esther, from In a Nutshell..., graciously allowed me to do her makeup. Did I mention it was our first time meeting? She was also in the M series - actually the majority of us were in the M series!

The 7-piece kit includes: 
  • Skinprep FX - Nourishing Foundation Primer and Anti-Aging Serum
  • Cover FX Total Coverage Cream Foundation (3 shades total)
  • Setting FX Translucent Setting Powder
  • #130 Professional Foundation Brush
  • How-to Instructional DVD featuring Lee Graff
 The "bullseye" technique before blending on blogger/model Shay from Hey Do You. She could have walked out like that and still been gorgeous!

Wanda demonstrated the "Bullseye" technique that was created specifically for this kit. The lighter shade is applied to the center of the face, medium shade applied to the areas surrounding the lighter shade, and the dark shade applied to the outer perimeter. All three were then blended together using outward strokes and pats with the foundation brush. Then use the powder to set. The result is instant coverage, highlighting and sculpting!

Thanks to the amazing PR rep, Melissa Shum, for organizing this wonderful event!

Sneak peek at the new display for Sephora

Some CoverFX essentials. Fell in love with the white-haired brushes!

Cutie Jenn, from Spiced Beauty, posing with her fancy camera ;)

It was a fantastic event and I'm glad I got to see some old faces and meet some new ones! Of course, we were sent home with a sweet thank you card personally hand-written by Melissa and our shade of The Big Cover Up kit! Thank you to CoverFX for designating a night just for us bloggers!

P.S. For those of you in the US, catch Lee and Jenny on HSN airing March 24! 


Arianne said...

Ahhhh looks like I missed out on some fun stuff! Why does my schedule never allow me to do any of these fun blogger things?

I hope there will be a next time, because I love my CoverFX cream foundation. It was my staple during my bad skin face last summer. :)

Jenn said...

It was great seeing you!

Make-up Junkie said...

@Arianne - you gotta make time for these important things! lol I'm sure there will be another event!

@Jenn - great seeing u too :)

Naomi said...

Sounds like a good time was had by all. I can't believe that it's been 10 years already. They make some amazing products. I love the Natural FX foundation as well. It really helped my skin look good when I broke out really badly while in college.

Rock that Look said...

I tagged this post :)