Lucky for Me, I'm a White Girl: Review of Almay's Clear Complexion Concealer
Product Review - Almay Clear Complexion Concealer
Review written in January of 2010, but as of June 2015, Almay's standards are whiter than ever.
Update, June 2015: Makeup companies are often criticized for promulgating impossible standards of beauty, and those standards often completely ignore the fact that people who aren't white exist. Almay is a popular brand that is extremely guilty of this, with their 2015 "Simply American" campaign featuring the blonde-haired-green-eyed American sweetheart Carrie Underwood, the same Carrie Underwood who could practically be related to almost every other Almay model. While in the process of revamping my freelance writing business, I found the review below that I had written in January 2010 about a popular Almay product. I did a little research to see what had changed in Almay's marketing and product lineup, and was, frankly, disgusted to find that nothing had really changed. In fact, their inability to recognize that non-white, non-beautiful people exist may have gotten even worse.
Review from January 2010
I used Almay Clear Complexion Concealer this morning, and my skin has looked pretty decent all day! The one downfall is that with the slightest sun exposure, my skin no longer matches this tint. For some reason, this shade in particular really stands out when my skin color changes, even a little. I live in South Florida, so there are days when I get a shade darker after an hour outside. Another downfall is that it is only available in three colors: Light, medium, and light/medium. Sorry black girls, most Latin American girls, and Indians! Well, really, sorry any girl who is not a light-skinned white girl, because the tint is rather pink. Even Asians won't have much luck matching this product. But if you happen to match it, it's pretty decent and only $7.99 at Walgreen's.
So anyway, I waited until I had had the product for a little while to write about it, because I wanted to see how well it kept. I got it about a month ago, and it has worked well since then, but it is running out. I only use it 3-4 times per week, which would make 12-16 uses, and already the glob that comes out on the wand has depleted. I got it for $8.99 with a $1 off coupon.
However, the short-lived concealer is lightweight, not cakey, doesn't get dusty, and stays on quite well. I didn't even really have to pair it with powder, although sometimes I do. So, if you match it and you don't plan on going out in the sun, I give the product 3.5/5 stars.
On the other hand, I give Almay 0 stars for only making concealers for white girls. (See their beauties above, lifted from their website.)
They lie when they say their makeup products are created "for women everywhere."
Update, June 2015: Almay also lies when they say that to be "Simply American" is to look like Carrie Underwood. I am insulted by their insinuation that one must be pretty and white to be an American, and I find their particular use of American flags to be an overt expression of racism in the context of this day and age. In their "Simply American" tour video, they feature ONE girl of color, and she is a makeup artist, and viewers do not even get to see her face. While their #SimplyAmerican promo video that promises Almay will give money to women in the military when people share the video on social networking sites includes one black family, one possibly multi-racial model who is posing as a military mother, and one Asian woman in the background while two white people hug, the shot that defines what their campaign is about includes only boujie white girls.
I understand that Almay may not have the resources to make other shades of makeup. However, to imply that being "American" requires that you look like they want you to is outdated and racist. Their bigotry should not be rewarded.