Astalift, the skin care brand created by Japan’s Fujifilm Corporation, has launched its first colour cosmetic product, Astalift Light Analyzing Moisture Foundation.
Central to the new foundation are two light controlling technologies based on Fujifilm’s photography heritage and its expertise in working with light and colour. It features what Astalift terms ‘Light Absorption Technology’, designed to illuminate skin tone by absorbing and reflecting light. Key to this Light Absorption Technology is Light Analyzing Powder – featuring three patented technologies – which is claimed to mimic the way light is naturally absorbed and reflected by the skin to help maintain a consistently natural looking complexion in varying light conditions. Essentially, when light hits the surface of the skin, blue light is absorbed by melanin and yellow light is absorbed by haemoglobin. Astalift’s Light Absorption Technology likewise absorbs blue and yellow tones in light, which results in a very natural finish for a medium to high coverage product, says the company.
Functioning in conjunction with this is Light Reflecting Technology, which reflects skin coloured light to reduce the appearance of uneven skin, caused by wrinkles and loss of firmness.
In addition, Astalift Light Analyzing Moisture Foundation features the core skin care ingredients used in the brand’s existing products, including the alga based antioxidant astaxanthin and collagen, which scientists at Fujifilm have been using in film since 1934.
The foundation comes in six shades, ranging from Ivory to Caramel and will launch in the UK from September 2013, priced at £29. The UK is at present the only market outside of Asia in which the foundation will be available.