Almay Intense I-Color Liquid Shadow + Color Primer Review & Swatches

Almay Intense I-Color Liquid Shadow + Color Primer is a newly launched cream eyeshadow released in four shades for Spring 2013. These cream shadows act as an all over color eyeshadow or as a prep and prime shade for powder.

The four shades were created to flatter a range of eye colors such as blue, hazel, and brown. Almay carefully selected shades they felt would flatter different color eyes and marketed each liquid shadow towards that eye type.

As you know, I’m all about wearing whatever I want on my eyes. I’m not really convinced any one shade of shadow is meant for my brown eyes. I like soft browns and I like bold aquas and I love pink and gold…really any color shade of eyeshadow is cool by me. The only reason I’d avoid certain shades would be because some clash with my dark circles. Aside from that I never had any issues wearing any shade I wanted to. So I’m not completely sold on all the marketing I see lately for shades that would be “suitable” for my eye color.

So what did I do? I was a rebel and hauled three of the four shades Almay introduced in the new Intense I-Color Liquid Shadow + Color Primer. Even the one for green eyes…nanner nanner!

The concept and formula behind these eyeshadows isn’t entirely new. Covergirl released Intense Shadowblast Primer around Fall 2010/Spring 2011 which is the same concept of a liquid cream shadow with a built in primer.

Almay markets them as a cream color eyeshadow with a built in primer that can be worn alone or under your favorite powder eyeshadows. They come with a sponge tip applicator for application and have a thin silicone-like texture. I wouldn’t say they are thick or creamy but have a very thin, not watery, texture. If you’ve used Covergirl’s version they are very similiar in formula to them.

In saying that…

They also happen to have the same issues as Covergirl’s version. Basically application is very tricky as they sheer out as you apply and building up color proves difficult. I basically swipe some on with the sponge applicator and blend them out with my fingers. However, this is in fact where the hiccups occur. You have to take a lot of time and patience to pat it gently into place. Blending it out ends up sheering color so much so that no color is detectable. I had this same exact issue with Covergirl’s version.


I did discover that if I simply use the sponge and swipe three layers of the shadow on that seems to keep the color from sheering out too much. After this I pat very gently and that keeps the color intense rather than having it disappear completely.

Basically it boils down to having patience and care when applying. Neither of which I have time for in the morning when I’m rushing to apply my makeup. Even with proper application the colors are quite sheer so if you want a bold, pigmented color pay off these won’t provide that. If you want a wash of color you’ll do just fine with these.

For Hazel Eyes, For Green Eyes, For Brown Eyes

For Hazel Eyes

For Green Eyes

For Brown Eyes

As for wear…they do poorly under powder. I used them as a base for powder eyeshadow and my shadow ended up creasing within a three hour period. On their own they have fairly good wear. Color remains crease free for me for at least six to seven hours.

Overall, I didn’t like them. They take too much work and time to apply. This isn’t to say you’ll dislike them too. I’d compare them to Covergirl’s version and ask yourself did you like those? If you answer yes then I’m sure Almay Intense I-Color Liquid Shadow will be your bestest friend. If you answered no, I’d say it’s safe to skip them as they pretty much apply and wear like Covergirl’s version.

I located these at Harmons for $7.59 each I believe (don’t quote me, having a hard time remembering the price I paid).

Anyone try them?

I’d love to hear your experience with them!


This product was purchased
by the Muse for review purposes.
Read my full disclosure statement here.

  • 12/6/12 12:03 Sara:

    Was there one for blue? If so what did it look like?


  • 12/6/12 12:19 K:

    Nooo, I saw them at the drugstore and thought they looked amazing and totally wanted to have a moment and buy them all, but I did not do that. So sad that they aren’t as amazeballz as I had hoped they would be :/


    • 12/6/12 12:26 the Muse:

      sorry K :( hey try ’em anyway YOU might love them you never know!


  • 12/6/12 13:25 OrangeLipstickBlog:

    This really bums me out. For some reason I had really high hopes for these and the colors looked really gorgeous. ~sigh~ Glad I know not to haul ’em.


    • 12/6/12 13:37 the Muse:

      you might want to try? I mean I don’t want to write them off complete to everyone and later they find out WOW these are awesome. Personally, I think they are sheer and have a rubbish application :-/ maybe if they are on sale?


      • 12/6/12 13:53 OrangeLipstickBlog:

        Well, I didn’t get the CG Shadowblast bc I heard such bad reviews. But no, I think I’ll pass because I 1) don’t have time to apply 3 layers 2) like my eyeshadows really pigmented, not sheer. If I find them on dirt cheap sale or if I have a really good coupon I might pick up the “For Brown Eyes” one. (Even though I have green eyes – HA!)


        • 12/6/12 14:08 the Muse:

          if you like pigmented yeah, keep away lol! ;-D you REBEL! ;D


      • 12/6/12 15:12 Tiffany Martin:

        I’d buy these on sale, they might be good for lazy days when you want a sheer look.


  • 12/6/12 23:33 charlotte:

    I bought a CG shadowblast but have yet to try it. So many new products right now. It really seemed to be a love it or hate it product.. I’ve read just as many glowing reviews as I have negative ones. Perhaps these are the same. The colors of these are pretty though, I like nice muted colors and they can be hard to find.


  • 12/6/12 23:55 Cookie:

    It’s a shame they didn’t work — that green looks lovely on you. I have brown eyes,too. I think I need to try more green shadow. You’ve encouraged me, Muse!!


    • 12/7/12 9:11 the Muse:

      aw thanks cookie! girl green is my choice of color for my brown eyes, GO get some ;-D olive greens are particularly awesome on brown eyes ;D


  • 12/7/12 14:04 Danielle:

    Not impressed by the green eyes shade… I also have enough purple eye makeup. Oh well!


  • 3/24/13 3:15 Rebecca:

    Allure is raving about these in their latest issue. They admit they’re sheer, but they claim these last from morning till night. I guess they’re a pretty wash of color.


  • 6/15/13 23:40 Cat:

    Thanks for the review. I was tempted to buy the purple one but decided not to based on your detailed review. I was hoping to find a drug store version of Chanel illusion d ombre in 83 illusore, my favorite cream shadow.


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