I'm sure I'm not the only one who has felt that "full coverage" and "natural" can't possibly go together. I guess this is a fairly new concept in the makeup world, and I do have to give Avon props for taking this step. IMO, this is a nice improvement from their now-discontinued Ideal Shade foundation. I feel that Ideal Flawless blends more easily and wears well over a primer (I have oily skin and wore this over Avon's Magix primer). Also, Ideal Flawless is neither fully matte or fully dewy. I would say that it's definitely a satin-matte to matte finish, so you won't end up looking powdery or greasy. From what I can see, there is a very faint amount of shimmer. However, it isn't detectable once you put it on your face. Thus, I do agree that this foundation does what it claims to for the most part: look natural while giving solid, medium-full coverage. I'm not sure if this is HG material, but it's a good contender. For shade reference, I'm NC30 in MAC and I wear this in Nude.
I noticed that this oxidized & got oily on me after about 4 hours. I guess this isn't good for oily skin after all, even with a primer. I'll have to knock the rating down.