First up, there is no getting around the fact that YSL Fusion Foundation is an exceptional foundation. The texture has an underlying serum feel to it and even though I genuinely do not like matte foundations, I think this is one I could wear because it is not in the least drying. There’s a big push to emphasise its technology – namely that it has some inspiration from Aerogel, a substance used to capture star dust particles in the field of space science. I was on Radio 4 last week discussing whether wait-lists really exist (more on that later) and they actually had a space scientist who confirmed that there is some connection there. So, what YSL Fusion claims is to absorb sebum, stay put, give great coverage and hydrate.. so far, so good, because I can say yes, it ticks all those boxes. I’d go even further to say that the coverage is immaculate and I’d recommend it in a heartbeat for anyone who has skin that can run to oily, or, because of its hydration ability, just about anyone else who like a velvety finish.
But then we come to the wait list which you might have seen in the media. At the last count, it was at 19K. However, wait-lists are often just absolute hype. I’ve asked to see wait-lists – or at least some evidence that a wait-list really exists (not with YSL) and am always told that it is data-protected. It probably is. Which means that it is entirely unprovable in any way, shape or form. And, almost every single time, even with a product with a clearly made up wait-list (some brands are notorious for doing this) of thousands and thousands, the product is easily available to buy on launch day. It’s just not credible – the stats don’t add up. Someone who has directly done the research on the YSL wait-list is journalist Claire Coleman (whose Dad handily works for NASA). According to Claire transpires that the now 19K strong YSL wait-list is actually a list of women who have signed up to trial the YSL Fusion Foundation, and not to necessarily buy it. Which, to my mind, is a different thing entirely. That’s a free trial list, not a wait-list. I don’t dispute the figures, but I dispute the definition. Whichever way you look at it, the figures are entirely believable in this case – who wouldn’t want to try an amazing, new foundation? My personal view is that it’s had a misleading spin put on it.
On the inside track, everyone is questioning that list- PRs, journalists and bloggers, and it never needed to be that way. When even Radio 4 asks whether it really exists (and it’s not a station known for its interest in beauty!), you know that it’s a wider question throughout the beauty industry.
This is a fabulous foundation that will sell and sell – the ‘wait-list’ never needed to happen. A ‘free trial’ list is more valid and infinitely more believable. At a time when women are completely questioning celebrity endorsements and spurious claims, brands need to step up. We’re asking for more honestly and more realism in beauty – that view is everywhere, particularly in the older age category. Smart brands listen.
YSL Fusion Foundation launches on 10th August for £30.50 – it’s a high recommend from me based on the product alone. The rest? Meh.
Transparency Disclosure
All products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.
12 comments
Kudos to you for asking for more transparency! I’ve only seen it once (with YSL 52 lipstick) that it was completely out of stock everywhere and there was indeed a waiting list where I personally added a lot of – mostly – asian young girls.
The new YSL foundation is lovely but I still prefer the finish their Le Teint Touche Eclat gives me. Much more dewy and beautiful. But that’s just a personal thing! 🙂
Yes, that particular wait list I totally believe – the colour was believed to have been worn by a Korean actress but I’ve researched it and it seems to be a myth that travelled the world and is still travelling now. It’s a gorgeous colour, but according to various Korean publications, it’s not even the one the actress wore.
I LOVE YSL foundations and can’t wait to get my paws on this, but the whole waiting list thing is often a very transparent way to hype up the product. I doubt that it’s going to take months before you manage to get hold of one…
I picked up a sample of this on Tuesday and the foundation was on counter and ready to buy, no waiting list lol!
Deffo want to try this! Not sure about the look f the applicator but this just sounds so dreamy!
Josie XOXO
Fashion Mumblr
Yes, I got a sample yesterday. Also available to buy on the YSL UK site with free shipping. Haven’t actually tried my sample yet.
Definitely want to try this out! I’ve never had a bad experience with YSL foundations 🙂
Sam xo sjmcdf
Got a sample of this at the weekend,have tried it twice and I’m still on the fence. Have to say I love visiting the YSL counter in Debenhams on Henry st. in Dublin as the ladies are always so nice and give samples every time I visit,some other beauty counters could learn a few things from them. I love my Le Teint Touche Eclat ,it’s my holy grail and am on my second bottle,I like a dewy finish and I don’t think the Fusion foundation quite hits the mark for me but will keep trying it out (it was a very generous sample).
This sounds right up my street, I love a matte foundation that still gives a bit of a glow. I need this in my life x
The lipstick worn by the Korean actress was actually a Shu Uemura one – PK376. And they definitely ended up with waiting lists everywhere in the UK as i couldn’t get my hands on it for months! Can’t wait to try this foundation.
I bought it yesterday, wait list, psh!
Waitlist? Whatever….I tried a sample of it and I’m not a fan. It’s not bad, but it isn’t as good as the Touche Eclat or Chanel Vitalumiere Aqua. There is a lot of alcohol in the Fusion Ink which makes my cheeks dry, also it contains too much perfume for my taste. I definitely won’t purchase it.