I have to admit that CoverGirl isn't a brand I seek out frequently. But the brand's latest, a primer collaboration with Olay, is definitely worth a hunt in your drugstore's beauty aisle.

CoverGirl & Olay Simply Ageless Serum Primer combines a foundation primer with Olay anti-aging serum, and the result is a moisturizing, "grabby" undercoat that keeps your makeup fresh and natural all day. I've been using it every day, and I'm impressed!

Simply Ageless has a silicone base (like Smashbox Photo Finish), but the texture is more like a moisturizer. It feels incredibly smooth and hydrating; just don't expect it to dry in an instant. It stays moist for a while, but you can apply makeup on top and it'll stay right where it is.

And while many other silicone primers have more of a matte finish, Simply Ageless leaves your skin dewy. If you prefer a matte look or have oily skin, you might want to skip this one. But if you have dry skin, and/or desire a dewy, fresh look, it's a great pick. While the "dewy" look occasionally translates to makeup that slides right off your face, Simply Ageless somehow makes it last all day.

My only quibble is the inclusion of titanium dioxide, which makes the product opaque and white. I didn't notice any difference in the mirror, but in a nighttime photo with flash, I had just the slightest bit of "ghostface" going on from the underlying white pigment. For this reason I really prefer clear primers, and moisturizers without TiO2.

But overall, this primer is a great product and a terrific value at about $15 per ounce!