"Now more than ever, beauty is your duty," wrote the British edition of Vogue magazine in 1941.
In fact, as frivolous as it may seem, in times of crisis the role of the beauty industry has always been considered essential by governments, who are credited with understanding the psychological and social consequences of even a simple lipstick.

The case of the United Kingdom during the years of World War II is emblematic: although cosmetics production was halted to make room for more urgent production, in fact, exception was made for lipstick as a tool that could raise the morale of the population. For the first time, makeup for women was considered as important as tobacco for men: "Winston Churchill understood that wearing red lipsticks made women feel strong, confident and attractive, important feelings in times of crisis."

It is no coincidence that the term"lipstick effect" was coined in reference to the phenomenon whereby the cosmetics industry increases its sales in times of crisis: under these circumstances, in fact, consumers tend to prioritize more affordable "luxuries" rather than other larger, riskier investments such as houses or vehicles.

HOW TO MAKE UP IN THIS PERIOD?

Surely, the urge to abandon suits and home clothes to relive the pleasure of making ourselves beautiful before going out will be strong!
However, theobligation to wear a mask will persist, a habit that may accompany us for a long time to come. So: how do we avoid giving up makeup?

THE LBS
To be most penalized will certainly be the lips, which will be hidden by the mask. However, let's not forget that lipstick is a pleasure to wear at all times, even when we are at home or to brighten us up with a single touch before a video call at work!
Our advice is therefore not to give it up, to choose a beautiful bright color for a dose of daily grit, or to opt for a neutral but moisturizing version to take care of our lips.

THE EYES
The big stars will then become the eyes, the only visual point of communication for the face in as the only part not covered by the mask. Therefore, it will be important to focus so much on a make up that can enhance and intensify the look to make it more communicative and magnetic.
Let's start by redrawing the eyebrows and then continue by making up the eye in order to enhance its colors and depth!

THE FACE
Finally, dedicate yourself to the face, correcting any imperfections such as dark circles or spots through the use of foundation, concealers, powder, blush and/or earths. Don't forget to highlight your strengths with theever-present face illuminant!

Seek advice from your salon of choice, who will be able to assist and guide you in choosing the right make-up for you.