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Mirror, Mirror, on the wall...

Did I fall for a cosmetic's online marketing campaign? Why, yes, yes I did.

I honestly try not to click on those facebook makeup videos that advertise a miracle lipstick or concealer. They can be so convincing! I've bought a couple of lipsticks. Haven't loved any of them. But those Il Makiage foundation videos were pretty awe-inspiring. So I checked some reviews, where makeup editors tried it out, and they were really good.

(This is not a paid endorsement. Although if Il Makiage wants to send me free makeup my email is

Il Makiage claims it can find your perfect color match right over the internet. Which sounds suspect, right? No. IT TOTALLY WORKED. The older I get, the more splotchy my skin becomes, with redness and dark ("sun") spots. Is this a miracle foundation that gives me perfect skin? No, of course not. But the coverage is legit. It's a tiny bit more matte then what I usually wear but maybe that's a good thing in southeast Louisiana in the summertime.

(That's me driving to work this morning. Don't worry - I took it at a stop light.

Also, I'm not wearing lipstick because masks.)

The company gives you two weeks to use the makeup and decide if you like it. If you don't, you can send it back and they won't charge your credit card. I call it the Chick-fil-A marketing strategy* when a company believes wholeheartedly that they'll have you hooked if you just try their product. It requires an enormous amount of confidence in your product. Il Makiage seems to be putting all their eggs in the online basket, and offering up the two-week trial to make it worth taking the chance.

Did I fall for it? Yes, yes I did.

* - Back in the 80s, Chick-fil-A was new and only in shopping malls. When people used to go to shopping malls, and phones were attached to walls and sometimes even had dials for numbers and you had to get up to change the channel on the TV. The restaurant would send a teenage associate out to the doorway with a tray of bite-sized chicken stuck with toothpicks, offering samples to the crowds. They knew if you tasted it, you'd be all in and, well, the rest is history I guess. Chick-fil-A marketing strategy.

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