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How Do Ladies Choose The Proper Facial Cover Makeup?

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Stores sell facial cover makeup for ladies in various shades of color. The packages are sealed and you can't try them on first. So, how does a lady know what shade is "her color" ? My wife tells me because she "always uses that same brand and color"... but that doesn't explain the proper way to choose. Should the cover make up be the same color as the skin, lighter in shade, or darker? What are some of the "worst" traits a cover make up could have? What are some of the better cover makeups? The little containers are not cheap and it seems wasteful to just keep trying until you find one that works. There must be some sort of logical way to zero in on what kind a lady should choose. Guys don't have that problem, so I often wondered what the thinking process in choosing was.