Make Up For Ever M738 Auburn is a moderately warm-toned, dark copper with a matte finish. It is a permanent eyeshadow that retails for $17.00 and contains 0.08 oz.
Make Up For Ever M738 Auburn Artist Color ShadowMake Up For Ever M738 Auburn Artist Color Shadow ($17.00 for 0.08 oz.) is a muted, medium-dark rusty copper with warm, red undertones and a matte finish. It had opaque pigmentation with a smooth, soft consistency that was blendable and easy to work with on bare skin. The color lasted well for 10 hours on my lids as well as cheeks before fading noticeably. The color seemed to be slightly more red-based in the new formula, while the finish had more of a "natural matte" appearance--less dry, less flat--compared to the original formula, and I found the new formula to be more blendable on the eye (see side-by-side comparison).
As far as I can tell, there are still shades within the Artist Color Shadow range that aren't listed as eye safe (in the U.S.), though this information appears in the form of a "face" symbol on the underside of the physical shadow (as opposed to an "eye" symbol). This same type of symbol system was used on their loose and liquid Star Lit products, and if they were appropriate for multiple areas, the label included multiple symbols (like an eye, face, and set of lips). This shade did not have an eye symbol on its label.
FURTHER READING: Formula Overview, which is a detailed review of the range as a whole.
Reveal your inner artist and create your perfect color mix with Artist Color Eye Shadow. Choose your palette size, and then customize it to your needs by mixing and matching your favorite shades. MAKE UP FOR EVER’s artist-grade atomized formula is loaded with pigment for high-impact color in a single swipe. Its smooth, buttery texture allows for superior blendability, and silicon-coated pigments allow for it to stay put for up to 12 hours of wear*. With a range of 121 shades available in an array of finishes, these ultrafine powders can be layered and mixed to create an infinite number of looks.