Style & Beauty

Yup, There's Now An EE Cream

10/11/2014 08:52am ET

Over the past three years, we've seen a lot of clever ways to reinvent what's now a staple product for any major cosmetics brand: Yes, we're talking about the ubiquitous BB cream. Dior and Guerlain created a line of "golden" BBs for a summer glow, MAC put them in compact form for portable coverage, AmorePacific innovated the "cushion" format, and Stila created a CC (color-correcting) cream that changes shades as you apply it. All of these new inventions prompted initial excitement, and then, inevitable backlash: What's actually worth it, and what's just a marketing gimmick?