Make sure to use just a little bit - seriously, just a dash - but it makes your whole face look lighter and more healthy. I do it every morning and it makes me look that mush more awake and bright-eyed. I found it works especially well with a really light, bright pink shade - like NARS' Orgasm ($25):
Disclaimer: Because I live in San Fran, I see very little sunshine on a regular basis, so this maybe one of those remedial tricks that works only for us sunshine-depraved folk to make us look like we don't live in a fog-enclosed tundra of a city. I think there's a good chance though that this might work for everyone, so give it shot and let me know.