Everyone loves a chance to reinvent/rebrand themselves. Like the shy girl at school who moves to a new school district and gets to suddenly become the outgoing hottie she really was under the braids and glasses at her old school. Or even the serum that realized it could become a multi-tasking powerhouse. Such is the case with Chella's "Skin Firming Serum Daily Primer".

Chella Skin Care has been busy rebranding themselves this year, which includes a new website, logo and packaging. Not only that, they realized that one of their popular serums would do double duty as a great makeup primer. (*You guys know how much I love a good primer.) They say it will:

• Reduces Appearance of Wrinkles: Amino Acids work to both improve skin’s elasticity and reduce the appearance of wrinkles.
• Creates a Long Wearing Make-up Foundation: Formulated to create the perfect smooth and taut prepped face perfectly primed for enduring make up application without a tacky feel or residue.
• Helps Soothe and Repair: Grape Seed and Green Tea extract nurture skin.

All of this means that with continued use, it will help to keep the elasticity in your skin and help to reduce the appearance of fine lines and wrinkles. I can tell you that I had a chance to try this and I felt a not unpleasant tightening of the skin - like it was straightening everything out, kinda like a sheet on a bed. Now, I don't have a lot of deepset wrinkles that this would affect (*knock wood), but I did feel like my skin was smooth and ready for my makeup - which after application, I could tell that it helped my tinted moisturizer last longer than with out it, so, it does work for that. One downside is that there is not any SPF in this, so be sure to apply some via sunscreen or moisturizer when you use this.

This runs for $90 on Chella's site, which can be tough for a lot of you. But, if you are looking to cut down on the number of products you are using daily, combining those products costs & the fact that you only use a few drops, making this 1oz pump last a long time, this might just be the product for you.

So, what say you? Do you like multi-tasking products or do you like individual products with a specific purpose?