Today is the worldwide launch for five new arrivals of MAKE UP FOR EVER AQUA for Summer 2014 😀

From the title itself you bet I will be an immediate fan of MAKE UP FOR EVER AQUA series 🙂 . I had to draft this post three weeks earlier right after attending the workshop, just in case I forget the small details. Previously I did an Introduction to MAKE UP FOR EVER HD Cosmetics and a Sneak Peek of the Upcoming Release for 2014 but today I’m not going to talk about HD anymore but instead I am going to introduce to you MAKE UP FOR EVER AQUA series as well as five new product release for Summer 2014.

I LOVE AQUA

The theme this time round is, yes you got it…I LOVE AQUA. AQUA series is actually not a new range within the brand. It has existed long ago. Just that we never really realize it probably because we always ask for waterproof mascara or waterproof eyeliner over the counter. Not many know MAKE UP FOR EVER AQUA series is well, more than that.

For Summer 2014, MAKE UP FOR EVER star line – AQUA will received a few new addition into the range. Five products to be exact 😀 . Dany Sanz said that the new AQUA products are an extension of what she invented for Muriel Hermine and Esther Williams-type shows, where it’s all about bringing full-scale aquatic operas together using makeup. The new addition is a collection that highlights the love for color and conveys the passionate values of the brand such as free and easy applications and limitless ways to play with make up.

Can you spot which are the new addition? One of it wasn’t in the picture oppss!

AQUA Cream – RM100

This particular product is not a new launch for Summer 2014 but I thought the whole AQUA series will only be complete if I talk about it first. AQUA Cream is a multi-purpose cream eye shadow that literally makes colors pop! The tangy palette of waterproof shades is creamy that dries down to powder-like texture and shade covers the eyelids with intensity colors. Application on the other hand is versatile – applied with fingers or with a brush. AQUA Cream comes in 26 shades from pearly to illuminating shades. The wide array of colors is able to allow you for a creation of unlimited looks.

The formula secret:

• Filmogenic Polymers – for flawless water resistance.
• High concentration in Pigments and Pearlisers – for vibrant and brilliant colors.
• Volatile Oils – provide optimal stability on the skin.
• Synthetic Esters – makes the formula extra-supple, easy application and silky.
• Dermatologically and Ophthalmologically tested.

AQUA Liner – RM95

The existing AQUA Liner has 15-color palette and for Summer 2014, there will be an additional 4-new diamond shades – Diamond Black, Diamond Grey, Diamond, Blue and Diamond Pearly Pink. It comes with a foam-tip applicator, which makes it easy to draw a smooth and perfect line. This type of eyeliner is my first and I was skeptical at the beginning. After the first application, I’ve come to the realisation that it’s actually quite easy to use. I like that the tip allows me to create a thick line in just one stroke while creating a thinner wing at the end. AQUA Liner is extremely waterproof and smudge-proof. It’s water-resistance formula is in an aqueous gel texture.

The formula secret:

• Acrylic Filmogen Polymers – for long-lasting waterproof and transfer-proof holding power. Hydrophobic virtues of the formula repel water and seal the pigments onto the skin surface.
• “Color-Seal” Complex & association of polymers and essential fruit amino acids – set the pearlisers and pigments and preserving all brilliance.
• Glycerides – endow the textures with anti-drying properties and gentle on the skin.

AQUA Smoky Extravagant – RM100

If I’m not mistaken, Smoky Extravagant (the one without a blue band on the cap) was first launched in 2013. However it is non-waterproof but the mascara still received good feedback on it and even requested MUFE to come out with a waterproof version. So Dany Sanz came out with a brand new AQUA Smoky Extravagant waterproof mascara for Summer 2014. The new mascara comes with a blue band on the cap. That’s how you differentiate the old and the new.

This mascara is for those who want their lashes to be curled, thickened or outrageously black. Sound like me LOL. AQUA Smoky Extravagant is now “super” waterproof. This means it is water and rubbing resistant, making it extremely long-lasting even in the most extreme condition like our Malaysia weather.

The formula secret:

• Abyssinian Oil blended with Iron Oxide Minerals – to create an intense, brilliant black hue.
• Red Seaweed Extracts – to offer protection, flexibility and lash extensibility.
• Complex of Wax and Humidifying Agents – to provide comfort and sheathing power to the lashes.
• Association of Polymers and Synthetic Thermoplastic Resin – helps to improve water resistance.

AQUA Lip – RM80

AQUA Lip is also an existing product of 20 shades that received five new hues – Cool Candy Pink, Tender Pink, Apricot Pink, Vintage Coral and Orange Red for a Summer sherbet-tinted lips. It’s precise tip is designed to hugs the contour of the lips to correct or intensify the look depending on desired effect. It goes well hand-in-hand with AQUA Rouge ultra long-wearing waterproof lipstick shades. AQUA Lip texture is smooth, creamy and it stays moisturised on the lips.

The formula secret:

• High concentration of Pigments – for intense color.
• Volatile Oils – for long-lasting waterproof staying power.
• Jojoba Wax and Vitamin E – a natural anti-oxidant for unparalleled comfort and easy application.
• High-viscosity Polymer Oil and Polybutene – powerful adhesive properties to enhance the formula’s staying power

AQUA Rouge – RM100

The existing AQUA Rouge range comes with 17 colors and this new Light Rosewood is the 18th addition. Light Rosewood is an everyday-shade that can easily be everyone’s “my lips but butter” (MLBB). It comes with two different applicator on both end that is designed to be ultra-precise and glides onto the lips effortless but with spectacular results. The lip color applicator is made of foam and applies a velvety, matte and high-coverage layer on the lips. What goes on top of the lip color is a vinyl-effect topcoat using a brush applicator on the other end. MAKE UP FOR EVER guarantees impeccable color all day long.

The formula secret:

• Volatile Oils and Elastomer Polymers – for a long-lasting waterproof hold and excellent fixation and staying power.
• Mica Mineral Powder – to enhance the ease of use by optimizing a smooth application and to intensify the colors.
• Gelling Agents – guarantee velvety texture and touch that goes with AQUA Rouge comfort.

Mist & Fix With O₂ Skin Complex – RM115

Last but not least is MAKE UP FOR EVER iconic Mist & Fix. Being one of the best-kept secrets of makeup artist, Mist & Fix spray is light and feels comfortable on the skin. It functions by sealing all the makeup and improves the holding powder while moisturizing the skin. This makeup setting spray is alcohol-free with flawless holding power and gives the skin a glowing complexion while giving the skin a moisturized feel to it.

The one you see here is the NEW Mist & Fix With O₂ Skin Complex technology. This will replace the existing Mist & Fix, which is the bottle you see on the table. Basically it function the same, nothing majorly changed except for the enhancement of moisturizing benefit and improvise oxygenation of the skin cells for radiant skin.

The formula secret:

• Timeproof – long-wearing holding power.
• O₂ Skin Complex technology – enriched with Nasturtium Extract to improve oxygenation of the skin cells for radiant skin.
• Quick drying formula.

Now that I’ve gone through all five new AQUA arrivals for Summer 2014, here comes the most interesting part and the highlight of MAKE UP FOR EVER AQUA series. Jason Ooi, Education & Artistry Executive for MAKE UP FOR EVER Malaysia did a simple but yet impressive demo on AQUA series waterproof and long-wearing staying power.

On the right side (our right) is where Jason pre-applied other brand’s makeup products on earlier. On the left side is where Jason is applying everything from AQUA series on the model.

Here is the finishing look. Remember, left (our left) is products from MAKE UP FOR EVER AQUA series, while on the right is X brand 😀

Since the AQUA series is all about being waterproof and smudge-proof and the fact that the French Synchronized Swimming team is using the AQUA series, the test is all about it’s staying power when the makeup is in contact with water. Let me warn you – although AQUA series is extremely waterproof and smudge-proof, that doesn’t mean you won’t be able to remove it FORCEFULLY. It will of course comes out if you put force in removing. I’ve tested the removal using MAKE UP FOR EVER SENS’EYES Waterproof Sensitive Eye Cleanser and it came off without any rubbing or skin tugging. This reminds me to pick up a bottle when I ran out of eye makeup remover.

Jason misted some lots of water onto the model’s face. Within seconds we can already see the right side (our right) that was applied with brand X makeup products, melted off when in contact with water even without touching it. The AQUA products on the left (our left) stays put on the skin, as if nothing ever happened 😀

Next is the rubbing test. Jason use a white face towel, gently wipe over brand X makeup and everything came off on the towel.

Still nothing happen on the AQUA products side, not even the foundation came off. This is so cool! AQUA series will be suitable for combination to oily skin too.

Since I went with purple eyeshadow, I had AQUA Cream in 19 Purple on my right eyelid. Please excuse the eyeliner smudges on my left eye. I opened my eyes too soon after applying AQUA Liner and I tried removing the smudges which resulted in removing some eyeshadow I had on earlier LOL. The color of AQUA Cream is absolutely gorgeous and intense, isn’t it?

What will be your favourite AQUA products? For me it’s AQUA Liner, AQUA Smoky Extravagant, Mist & Fix With O₂ Skin Complex and AQUA Rouge 🙂