Firstly I was really disappointed that when I opened and used my "light" CC+, it was more like a medium and I looked unnaturally tanned, so i think there is a gross misrepresentation of colour. Do not ignore all of the comments about it running dark and please order one shade lighter if you're not able to sample the product first - I think being able to order samples of this would have been helpful and I would not have wasted my $63 on a shade too dark. As for application, using a moist make-up sponge helps for getting a more natural look and I use a light dusting of neutral powder to set it and help lighten the shade. Without powder it just looks greasy, rather than dewy. If you apply with fingers, you'll get a really unnatural look, which I suppose some people like with their foundation, but I prefer a no make-up look - I just want to conceal my pigmentation. I also find that it rubs off easily, which I've never had with other foundations and BB creams I have used before. I would also be wary of the SPF, as my understanding is you need a pretty generous application of sunscreen to get the right coverage - I use Biore Watery Essence sunscreen (easily absorbed Japanese sunscreen) under it.