A frank chat with Cover FX’s Jenny Frankel about primers + incredible giveaway

A few days ago I had a chance to meet the incredibly beautiful and talented Jenny Frankel, vice president and co-creator of Cover FX and chat a little bit about the overall importance of primers and why exactly we should use them.

The brains behind 3 fantastic primers, you know Jenny was the right person to ask. Here’s what she had to say.

Q: Cover FX takes primers very seriously. Why is that?

Jenny: Our objective is to ensure all women and men have a positive experience with the world of coverage and foundation. We know that to the novice foundation wearer, they need help to blend out their foundation so that it looks natural, but yet also still provides ideal all day coverage. If I could give 1 must have tip to the foundation wearer, especially if they are choosing a medium to full coverage foundation liquid or cream texture, is to prep your skin with a foundation primer. A close up of the skin will show peaks and valleys, which are fine lines, rough texture, dry skin and pores…richly pigmented foundation may drag over these peaks and valleys, making blending a challenge. When foundation blending is a challenge, the ultimate result may not be as natural, smooth and youthful looking as desired – the solution is always preparing your skin with a primer. Also, you don’t want pigment to settle into and accentuate fine lines and pores. By choosing a primer, you are smoothing out fine lines, dry skin and pores so that you easily blend to achieve natural looking coverage that wears all day. Many times a foundation wearer may say ‘the foundation makes my skin look dry’, when really, the skin is dry, and a moisturizing primer will perfectly hydrate the skin so the foundation looks flawless.

Q: What is the one ingredient often found in other primers that makes you cringe the most?

Jenny: Try to avoid primers with parabens used as the preservative.

Q: Why?

Jenny: Some of the questions being asked: Is the rising incidence of breast cancer linked in part to the fact that parabens, which have a weak ability to mimic estrogen, have been found in breast cancer tumours and can be isolated from other body tissues? Are declining sperm counts and increasing rates of male breast cancer and testicular cancer related to the fact that these chemicals can be absorbed into our skin, potentially disrupting our endocrine systems? There are no conclusive reports, however, COVER FX believes more research is necessary, and has decided to NOT use parabens in our formulations.

Q: Cover FX has 3 different primers, each addressing different conditions. What should be the most important aspect of choosing a primer that is right for you?

Jenny: Choose a primer that is made for your skin type and skin concern. Choose a multi-tasking cosmeceutical primer that is good for your skin, for instance if your main concern is acne/oily skin…choose a matte foundation primer with anti-acne benefits. If your main concern is skin aging, choose a primer rich in emollients with ingredients such as peptides and anti-oxidants to repair signs of skin aging such as wrinkles. If your concern is hyperpigmentation, choose a primer that evens out brown spots with high SPF to prevent further brown patches.

Q: Financially, things are tough for many people. If you could only afford to buy a really good primer OR a really good foundation, which should you choose?

Jenny: It depends on what your primary concern is. If you want to look flawless instantly, then choose a foundation. Evening out skin tone will provide an instant flawless effect, making your skin look youthful and picture perfect. You may need to have more patience in application to ensure proper blending. If you have dry skin, you should at least try to moisturize first. If you are a novice, choose a liquid or powder formulation that will be easier to blend for a natural looking finish.

Have a specific primer concern? Need a recommendation? Leave your question for Jenny!

In the meanwhile, Cover FX has partnered with The Product Pasha to offer a lucky reader the chance to win The Big Cover Up 3 Step Essentials ($135 value) – a kit including five must-have Cover FX products:

• Skinprep FX Nourishing Foundation Primer and Anti-Aging Serum – 15 ml/0.5 fl.oz
• Cover FX Total Coverage Cream Foundation (3 shades total 12g/ 0.43oz)
• Setting FX Translucent Setting Powder – 6.5g / 0.22oz.
• Foundation Brush with pointed tip
• How-to Instructional DVD featuring Lee Graff

To enter, follow me on Twitter (@ProductPasha) and RT the following: “Follow & RT to win a @CoverFX Big Cover Up Kit from @ProductPasha http://bit.ly/98psOd.” Not a Twitter user? No problem! Just leave a comment below. A winner will be randomly selected on Sunday, May 2^nd.