The Giorgio Armani cosmetics line is very hard to find and is fairly new on the market but seems to be catching on in the few locations I've shopped at. I loved the "subtle" color of their blushes, eye shadows, and lipsticks, and really appreciated the design aesthetic for this line with its "less is more" philosophy. I used to be a big fan of Channel powders because of the texture, but was frustrated with the dark pigments and the colors tend to go very orange in the warm tones. Finally, I found a line that has the same wonderful texture with very beautiful subtle shades. The sculpting cream is very silky, as advertised, and "sparingly" applied is definitely what you want to strive for - it has a firming ingredient that will leave your skin feeling tight, the same feeling you get when applying firming moisturizer. I have very dry skin, and I don't really feel an added moisture boost with this formula, however, on the other hand, with a good moisturizer underneath, I found that it does not dry and crackle on the skin in expression lines (which is my #1 concern with foundations for mature skin). The only disappointment with this foundation was the lack of colors in the middle range - it seemed to go either very light or dark, but not much in the middle. You are encouraged to blend the "closest match" with one of their "fluid sheer" tints to bring you to your natural skin tone. I was told that the color will also warm up after about 30 minutes, a concept I had never heard of before, but I did find that did occur somewhat, but I think it was mostly due to the fact that the foundation had just settled into my skin more, giving it a more natural look. I've tried alot of foundations, and I'm extremely picky because I have sensitive skin with combination warm and cool tones, making me an extremeley difficult type to match with the right color and texture, but with this product I came to feel my search is over. It does seem to come the closest at providing me with a good fit. I was immediately left with the feeling that this was a formula that understood what I had been looking for and had never managed to find before and it defintely felt like a breakthrough moment for me when I first tried it on. I have to give major credit to the marketers who put together this line as I was completely taken in by the Armani branding for this line. I discovered through some online research that the line is owned by L'Oreal, under license with Armani so the brand image was sort of just shot out of the water for me once I discovered that. Its hard to feel like you've just indulged in a little bit luxury knowing its made by the same company that makes Lancome. It would have made my pleasure complete if I had known this was independently owned by a division of Armani. However, I have to give the Armani company huge credit for providing the "vision" for this line that is consistent with their brand image and design aesthetic, so on that level, the partnership seems to be a match made in heaven. Some designer brands will lend their name to any effort, losing control of the brand image, and quickly disillusioning the consumer who feels that the quality was in the name only. I hope this line stays around for awhile and takes off to become a long term commercial success. Give it a try for awhile and hopefully you'll find some magic there that you haven't found before in another line.