Very few women are immune to the allure of the Beauty Industry!

At any time of the year, you can ask me what is 'on trend' in the world of make-up and I can tell you, no problem.

Has anyone ever asked me? Well, no.

Why? Well, apart from the small minority of us who scour the beauty blogs, pore over the beauty sections of magazines and would rather have a full make up bag than a full fridge, nobody cares.



Source: http://www.rimmellondon.com/

If you are a woman and you are more interested in beauty than simply applying a bit of mascara in the morning, you are subjected to a social stigma. Being interested in beauty has negative connotations. It is associated with being vain, unintelligent and having no interest in things that matter. This is especially irritating if, in the rest of your life, you aim to appear intelligent and aware of matters which extend outside of the latest product launch from Estee Lauder.


Think about it, not every woman who buys the new 'it' lipstick is a vain beauty fanatic. No, she is just one of millions of intelligent women who are influenced by the glossy marketing campaign, the celebrity endorsement and the promise of a fuller, glossier pout.


She will have bought a lipstick last season, used it, felt good and then been hit by the allure of brighter colours, creative technology and the elusive idea of a lipstick which will be 'even better' than what she had before. Then, bang, another sale.

Take the current Rimmel television advertisements which are oh-so-conveniently  situated around Made in Chelsea. Although I'm hypersensitive to the tactics used in beauty campaigns, even I found that their promise of the "London Look" was more influential when associated with the glossy girls of Chelsea. And I now own their Scandaleyes mascara to prove it.

The endless production of new beauty products contribute to the seasonal make up trends - the launch of new products each season simply shows the allure of an industry which has the collective aim of making a woman, any woman, think she can look and feel like a better version of herself by using their latest product.

So, do make up trends matter? No.

But will the majority of UK women be affected by them at some point in their life? Yes.

Well, assuming she can be enticed by dewy, luminous skin, a raspberry or cherry coloured lip (using a lip butter) or a metallic smoky eye - which are the make up trends for this summer, by the way!