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My Aunt Marion used to always tell me 'a touch of sun adds an air of intrigue...'
Most blue-based colors help make the smile appear whiter and have the added benefit of making you look younger... Shimmering nude gloss also works well if bright pops of color are not your thing.
It's best to lay out your makeup as you would when planning your outfit. If you're using a brightening primer, then be judicious with your use of shimmer and sparkly things. I like to play with texture a bit, so you can always find a balance.
Blue liner at the lash line is a great way to brighten the eyes. I also love using a flesh-toned eye pencil on the water line to neutralize any redness. Tipping the lashes with navy mascara is another great way to make the whites appear whiter.