A woman wears a protective face mask outside at a shopping plaza after New Jersey Governor Phil Murphy said he would sign an executive order requiring people to wear face coverings outdoors to prevent a resurgence of the coronavirus disease (COVID-19), in Edgewater, New Jersey, US, July 8, 2020. REUTERS/Mike Segar
From July 24, face masks will become mandatory for those visiting shops and supermarkets in England. As face coverings become part of the new 'normal', sales of eye and brow make-up have soared throughout lockdown.
In fact, since reopening their doors to customers in mid-June, retailer Primark has sold almost 800,000 sets of false lashes. Instagram has also seen over 14,000 posts using the hashtag #maskmakeup over the past month, proving that eyes have become the focal point of our faces.
The increased use of face masks has impacted make-up sales. “Categories such as eye liner, mascara, eyeshadow and brow products will see an increase in usage while the bottom half of the face remains hidden,” Margaux Caron, global beauty analyst for Mintel, told The Telegraph recently.
mascara [mæˈskærə]: n. 睫毛膏
"By contrast, lip products will suffer from this new habit with categories that smudge easily like liquid lipsticks and glosses particularly impacted.”
Pick a longer-lasting foundation
Wearing masks will likely change the types of foundations and concealers we use. "Foundations and face products that do not transfer on masks will gain popularity as consumers will still aim for even skin tone on exposed areas of their face,” says Caron. “This will challenge the enduring ‘glow’ trend, and will likely be replaced by matte products that provide long-lasting coverage requiring limited to no upkeep throughout the day."
matte [mæt]: adj. 无光泽的；不光滑的；哑光的
Photo by Laura Chouette on Unsplash
Invest in more eye and brow products
Consumer habits have already started to change. In new research by The NPD Group, it was found that since the start of lockdown, mascara sales are up 55 percent against the previous year, and eyebrow products up by a staggering 78 percent - likely to be a result of the closure of salons providing threading and waxing treatments.
As we wear masks on a more regular basis now, it might be good to invest in a longer-lasting mascara and brow product.
Keep lips protected with a balm
“Lipsticks should be swapped for more long lasting balms," says make-up artist Lan Nguyen-Grealis. "If you can’t live without your favourite lipstick then blot away until there is no transfer. It’s like wearing your favorite lingerie but no one sees it.”