Launched in the US in 2006, the SK-II air touch foundation product was presented with the award for best foundation at the Cosmetic Executive Women (CEW) beauty awards earlier this month. Consumers have been placed on waiting lists in order to purchase the sought after foundation, that is said to offer a more flawless finish than similar products due to the ionization technology used in the application process. The news will no doubt be welcomed by P&G, which faced a damaged reputation last year when Chinese authorities questioned the amount of chromium and neodymium found in some products in the SK-II skin care range. Products were withdrawn from store shelves throughout Asia and were put under investigation following claims that the heavy metals found in the product jeopardized human health. However the company stated that there were only trace amounts in the products, found in many other compounds and manufacturing goods. Upon receiving the award, the company stated that the formulation technology behind the SK-II had taken eight years to create and, once the compact is switched on, the foundation is given a positive charge and a layer of pigment and moisturizing Pitera is dispersed onto the skin. The acknowledgment of being the 'best makeup face product' in the US will aid P&G in its concerted efforts to regain consumer trust in the product range following last year's bad publicity. After extensive work by the company to defend the formulation of its range, it had to work hard to regain consumer confidence and a positive image of the brand following its reinstatement in stores, throughout Asia. In the company's most recent quarterly financial report, it stated that sales throughout the Asia Pacific region were picking up on account of a resurgence in sales of the SK-II range. The SK-II range has been on sale for over twenty years and is sold in 14 countries worldwide, including the US, China, Singapore, South Korea and Australia.